Home  › Marketing › Strategies
porsche-5-million

5 Million Porsche Fans Design Facebook Car

  |  August 15, 2013   |  Comments

Fans voted on features like interior and exterior color to celebrate the brand's Facebook milestone.

With a manufacturer's suggested retail price of nearly $106,000, many Porsche fans may be priced out of owning their own 911 Carrera 4S. But thanks to a Facebook promotion celebrating five million likes, each and every fan was at least able to contribute to the design of a fan version of the model.

Since the initiative began in February, the German auto manufacturer has built a 911 Carrera 4S according to fan specifications and is running a promotion inviting one fan to actually test drive the vehicle.

Porsche announced its five million fan milestone on January 31.

The celebration began February 4 with Porsche asking "the best expert panel in the world: our fans" to choose an exterior color. The post resulted in nearly 16,000 likes and 1,200 comments.

Aquablue Metallic won out.

In subsequent weeks, fans voted on features like the wheel, the exterior package and the interior color.

On March 11, Porsche told its fans it planned to build the car in June with additional enhancements from Porsche Exclusive, the program that allows individual customizations of vehicles from the factory.

Porsche revealed the final product in a Facebook photo gallery on August 2. An exterior white stripe reads, "5M Porsche fans."

This was followed on August 6 by a "making of" gallery with 20 images of the car's production, resulting in nearly 53,000 likes.

According to the 5 million tab on Porsche's Facebook page, the brand is offering one fan and a friend the chance to get behind the wheel of the car at the Porsche Experience Center in Silverstone Circuit in the UK.

In order to participate, fans need to show Porsche how many public Porsche fans they have in their friend lists. The user with the highest number of Porsche Facebook fans will win the trip. The promotion ends August 18.

The Facebook fan car is also available as a model car in Porsche's online store. The 1:43 version has a more accessible price tag at $70. There are 991 available.

Since the big reveal earlier this month, the brand has updated its Facebook cover photo with an image of the car.

As of August 12, the brand has 5.8 million likes.

A Porsche rep could not be reached by deadline.

Tags:

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Lisa Lacy

Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...
    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...
    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...