iStrat creates pre-launch buzz for Maruti’s latest offering, DZire

iStrat creates pre-launch buzz for Maruti’s latest offering, DZire

Author | Pallavi Goorha | Friday, Jul 11,2008 8:03 AM

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iStrat creates pre-launch buzz for Maruti’s latest offering, DZire

iStrat has been engaged to handle the pre-launch website and social media marketing for the launch of Maruti DZire. This involves building a buzz about the car before launch, reputation management, brand monitoring, creating a positive effect on search engine rankings, assistance in branding, positive PR for the new car post-launch, positive effect on traffic to the Swift DZire website, and customer engagement.

Sonya Sahni, Head-Marketing, iStrat, said, “Online marketing is sacrosanct to any media plan today. This is because of the changing media consumption habits of Generations X and Y. In the case of automotive companies, the Internet is a very important medium to engage customers because a car is a high involvement product and people seek opinion on multiple forums before making a decision. iStrat startegised to create the buzz and drive traffic to a highly interactive pre-launch website for the Swift DZire, which featured a preview trailer created specially using 3D graphics and video, which was viralled across the Internet.”

“We followed a 360-degree approach for reaching out to the target group. Whether one was browsing through blogs, review sites and YouTube or networking on communities like Orkut and Myspace, we were there. We started conversations, shared facts, sought opinion, clarified misconceptions – all in all we engaged the potential buyer at all stages of his online product exploration,” explained Shveta Singh, Social Media Strategist, iStrat.

She further said, “The strategy to reach out was based on the client objectives. We arrived at a social media mix that could be used to effectively engage the target group within the time available. Then, through extensive online research, we identified the existing auto blogs, review sites, forums and communities that we could target. The key activities proposed were blogging, video posting, social networking and social bookmarking.”

iStrat is a Delhi-based new media company offering a wide range of solutions in the areas of digital films and presentations, web solutions (including both Internet and intranet applications), touch screen kiosks and specialised e-learning solutions for corporate training.

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