Viral videos, in spite of hitting the ceiling for time trending, have remained relevant because they are irresistible. Thus, when they are anything less than scintillating, a public bored with quick-fix features will instantly click-away. Within the auto industry, there are three leaders who have made a mark for themselves amongst social media experts, both for viral ingenuity and panache.
1. As a prelude to the release of the Prius plural, Toyota unveiled a snapshot of the car in a viral video of world-renowned Brazilian skater Bob Burnquist doing his thing. Though the video only showed the cargo space of the new Prius, a brief glimpse of the hood, and a distant view of the body, fans went wild for the teaser, which was perfectly framed by the professional athlete.
2. A few years ago Volkswagen released a cheery video called Fast Lane, which showed people taking a slide instead of the stairs. Asking fans “What are you driven by?” Volkswagen seemingly answers its own question with a slide, roller skates, and an elevator (but not a VW).
3. In a hysterical challenge, Mini Cooper threw down in a match with Porsche in mid-2010. Sadly, Porsche declined the opportunity. In a cop-out to what could have been great entertainment and free publicity for both brands, Detlev Von Platen of Porsche took the opportunity to state that, “Porsche doesn’t race for fame, stunts or publicity. We race to challenge ourselves…”
From fantastic to frank, funny to phantasmagoric, it seems that auto industry experts know what their fans like to see: muscle, speed, and testosterone-infused brand fighting.