Home  › Marketing › Strategies

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.



Lisa Lacy

In addition to ClickZ and Search Engine Watch, Lisa's 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!



Featured White Papers

2015 Holiday Email Guide

2015 Holiday Email Guide
The holidays are just around the corner. Download this whitepaper to find out how to create successful holiday email campaigns that drive engagement and revenue.

Three Ways to Make Your Big Data More Valuable

Three Ways to Make Your Big Data More Valuable
Big data holds a lot of promise for marketers, but are marketers ready to make the most of it to drive better business decisions and improve ROI? This study looks at the hidden challenges modern marketers face when trying to put big data to use.