Scion tC RS 6.0 Series Site an Epic Fail

Site Reviewed: Scion tC Release Series

Most online consumer experiences market a combination of style and attitude about a product while showcasing why the product relates to the target consumer and imparts information on the strengths of the product.

Rarely does style overtake substance so much as it does in the latest effort from Scion. “Get Inside the tC Release Series” website experience, developed by marketing agency ..and company, is an extreme example showcasing all things not to do in a social media, Facebook-enabled automotive marketing experience.

The site invites the user to immediately “start” an inner exploration by first asking to share Facebook content back and forth with the Scion tC site. If one doesn’t “connect” the site doesn’t let the user through the home page. Users who are fine with letting Scion publish and take anything from their Facebook content are allowed to continue. (Fail #1: Not allowing an experience to those who don’t accept the Facebook Connect prompt.)

If one is fine with allowing access, they are immediately presented a 30 second or so video that shows all kinds of Vegas lights, concert marquees, and other cliché nightlife imagery. While the imagery plays, the user’s Facebook images and even names of their friends encapsulated in fake text messages that show up on screen. It’s content integration to give the illusion of personalization. (Fail #2: Facebook content is used not to enhance the experience but to simply repurpose it into a confusing video message. The site took users from my friends that I barely connect with and the images all looked out of place in the video content. For example, my twin boys and I on a concert poster looks really odd.)

Another Dumb Step

After the video plays the user is prompted to setup Dumb Step 360; I mean DUBSTEP 360. Once you setup DUBSTEP 360, whatever that is, it shows you a video of a dark nightclub with barely visual images of people dancing and hanging out. This goes on for about two minutes. It eventually stops prompting the user to share DUBSTEP 360. Oh yeah that was worth sharing? Is this the creative team a bit too in love with their idea? I’m starting to think so.

After publishing the share of DUBSTEP 360, the link showed up on my Facebook profile and when clicking on it the homepage of the Scion tC RS 6.0 site shows up with no information about what DUBSTEP 360 is. Now my friends have to go through the Facebook Connect Allow and navigate through the site probably forgetting all about DUBSTEP provided they actually moved beyond the home page which is seriously doubtful.

It's all very confusing especially considering the Facebook link on my account shows a DJ and nothing about Scion tC RS vehicle. It does say “Scion DUBSTEP 360” but that is still very confusing considering what a Facebook friend has to go through to get to see what the DJ was all about. (Fail #3: Facebook publish post takes long time to get to content that was shared thus causing confusion.)

No car. No idea what DUBSTEP 360 is (for those who don't know like me - yes I Googled it - it’s a style of electric dance music with roots in the early 2000s from the UK)? Hopefully people stay engaged. While the music video plays a hotspot takes the user to Scion.com, which is no longer connected to anything about the tC RS 6.0. A hotspot to the Scion page makes no sense when experiencing a music video that’s part of the communication for the tC RS 6.0 vehicle, yet two minutes into the experience there is zero about the car and when clicking in the dance scene one gets taken to a completely disconnected jump to Scion’s main consumer site.

I’ve seen some pretty dumb stuff and have been involved with some poor user experiences, but the Scion tC RS 6.0 site is now the poster child of awful usability, an utter disconnect from product, and a design team completely in control of the experience rendering it virtually useless.

The team here must have been so in love with their idea to integrate Facebook Connect for reusing gallery images, profile pics, and friend’s names through Facebook’s API that the team forgot this was about showcasing a car, not how cool you can be at recycling all of the content on a person’s social site. (Fail #4: Lacks meaningful content about the product after several minutes of the site experience.)

If a user ever wants to learn anything about the tC RS 6.0 they must click an 8-point size text link in the bottom left center of the navigation menu labeled “Features+Gallery” that takes one to a completely different site! That’s right, if you want to learn anything about the car you have to go to a different experience, continuing to demonstrate how epic of a failure the tC Release Series 6.0 site is. (Fail #5: To view vehicle content, one must entirely leave the site to learn about the car.)

Building a Niche Fan Base While Ignoring the Brand

So the site is a usability disaster of epic proportions and lacks vehicle content. It must get something right, right? No. The other part of the experience is clicking the “Becoming a Fan on Facebook” link that takes one to the fan page, but not a Scion fan page; instead, the user is brought to a vehicle fan page for the Release Series. Sure there is nothing wrong with that connection or is there?

Scion lacks a real fan page. There is an unofficial one, but no brand fan page. Also the Release Series is a niche product line with a very limited production run of 1,100 units for the tC and few other units from past and future models.

Why not instead establish a brand presence on Facebook for all Scion fans and roll that out with the tC RS 6.0? This way the brand could expand it’s fan base to other vehicle fans and build an official Scion fan page with the release of this hot vehicle.

Seems like the brand is missing an opportunity to attract fans to the brand and start a decent following. Looking at the Release Series Facebook Wall one sees a lot of fans are there talking about all things Scion, not just the tC RS. (Fail #6: Builds fans on Facebook with one limited appeal vehicle while still lacking a brand Facebook fan page for all brand consumers and aspirationals.)

In Closing

This is an example of what not to do with one’s online site experience. I rarely am this rough with a site and apologize to the team involved, but I am pretty sure this site never went through usability testing with real users, the team was entirely led by creative whims not business goals, and the execution totally lost sight of the vehicle to instead focus on UK dance music.

Talk about trying to be cool and not even coming close.

2010 Nissan GT-R

Nissan Motor has released the latest Nissan GT-R in October last year at Yokohama. The 2010 Nissan GT-R available at Nissan dealers since December 2009. The latest GTR has several enhancement such as a new improvement of navigational system, re-calibrated suspension and a new improved flow catalyst system. This cool automotive is using hand crafted 3.8-liter twin-turbocharged 24-valve V.

With the twin turbo V6 engine this fast sport car has 485 horsepower and 193 mph top speed. There are two version of this cool car, The Standard GT-R and the GT-R Premium. Nissan GTR standard is valued from $80,790 while the premium is valued from $83,040.

The interior of this super fast sports car has front leather seats with synthetic suede inserts, an electronic analog instrument cluster with an indicator and multi function drive computer and digital gear indicator. While the premium has addition such as Bose audio system with eleven speakers and dual subwoofers. Plus heated front seats and a near black metallic wheel finish.

Hyundai Appeals to Lipstick Lesbians

I’ve been enjoying a lot of the coverage and beauty of the Winter Olympics in Vancouver, British Columbia. When I was growing up, we lived in Portland, Oregon for many years and would visit Vancouver quite often on family vacations. I always imagined that’s where I would live when I was on my own. It was of course gorgeous, clean, and a lot of fun with suspension bridges, totem poles and the charm of English ancestry throughout the city. What I didn’t realize is that Canada is far more liberal than the United States.

With a much smaller population than the United States and a more laid back society (they even have legalized same sex marriage), running homosexual-themed automotive ads would be unthinkable in our country but not in Canada. It’s refreshing seeing the latest ad from Hyundai where two women find a common bond with a car in a very flirtatious, subtle way.

The lesbian-themed ad played on daytime TV, not the middle of the night. It shows a more open society, something we will likely not see here in the States for many more years even decades.

One thing I do wonder is how accepting would a gay male ad be, even in Canada? Apparently, Hyundai tested those waters in Sweden back in the 1980s with this hilarious ad. Maybe we'll see an updated male version for the Canadian market next?



Thanks to Auto North for a good article about the ad and other gay-themed advertisements.

/Alfa_Romeo

 

 

Volvo and Chevy Take Very Different Roads

Volvo just wrapped up their very successful virtual road trip where online teams were to “drive” a C30 DRIVe from Sweden to Egypt. Each team member would “pass” the car on to the next participant who lived as close to 1,333 kilometers as possible, the number being the distance the car can drive on one tank. Friends were competing to be first to complete the virtual journey around the world in 80 days.

It was another example of six degrees of separation where teams were formed virtually using a network that extended beyond just the team member’s friends, but further to their friends’ friends. The teams competed to win to have 15,000 Euros donated by Volvo in their name to a wind farm project in Turkey. Not exactly the most exciting prize, however, it is a positive prize for those interested in more altruistic Facebook activities, which are very popular on the site.

A Success

"To be number 17 on the list of most installed Facebook applications and number one among branded is great and more than we ever expected", says Lukas Dohle, Live Communication and Social Media at Volvo Car Corporation in Gothenburg, Sweden. They had over 63,000 teams play the game. Of course, a team could’ve been just one person installing the application and doing nothing with it after the initial install. Even so, the application definitely reached a very broad global audience and lead to some great press coverage too.

What I really like about this example is that it found a way to integrate well within the Facebook community and by doing so it reached a lot of people who might have otherwise never become familiar with Volvo’s C30 product. The charitable element also works very well in the community and I’m sure led to participation from those not really interested in anything about a new car.

Real Butts In Seats Road Trip

"Whither goest thou, America, in thy shiny car in the night?"
- Jack Kerouac, On the Road

Another marketing road trip idea was announced a couple weeks ago from Chevrolet. It isn’t a virtual road trip; instead, Chevy put together 8 teams throughout the U.S. to compete in road trip scavenger hunts as teams travel to the popular South by Southwest (SXSW) music, film and social media event in Austin, Texas.


Named the “See the USA in a Chevrolet: A SXSW Road Trip” -- I’m hoping for a challenge to include Dina Shore or Pat Boone somewhere in the trip -- the teams will compete for social media views through Twitter tweets or other social media comments and views. Chevy has even setup a Posterous website to house the content developed along the way. They’ll also showcase the road trip using a feed on GM’s well-known Fastlane Blog.

This social outreach concept is developed around the idea that if you get enough influencers your marketing idea will develop a buzz around it that will extend beyond just the people participating in the road trip.

GM’s example is reaching out to social media influencers; mostly Public Relations and marketing professionals who have some decent connections on social media sites. Since the participants have significant social followings, the brand is counting on the buzz to build across the participants’ network and further to other networks that will follow along or participate (one form of participation right now is having people suggest what activities the teams should do on the trip.)

The Real Challenge: Relevance Beyond Participants

It will be interesting to see how the Chevy SXSW event develops. The hardest part is creating interest for those not participating in the event. There will be a lot of buzz shared by trash talking and co-promotion across teams, but will those not on the road trip care to share in the conversation?

The connection with the SXSW event should help extend the buzz beyond the teams, since the SXSW event attracts most of the social media elite who might help promote the Chevy road trip and this goodwill should increase interest just because some social media expert is talking about it.

It definitely is a strong event tie-in for a road trip that is meant to gain interest using social media tools and behaviors. Everyone can follow the teams using the hashtag #chevysxsw on Twitter and at the Posterous website Chevy is setting up for when it kicks off the week of March 8. I’ll definitely be following to see if it extends reach beyond just the participating teams.

Conclusion

It would be great to know how much Volvo spent or Chevrolet will spend promoting and implementing these road trips. Reach is definitely an important aspect of the road trip marketing idea. Getting people interested in participating on virtual teams or promoting real teams all add to the word of mouth of the projects and hopefully reach consumers who might never pay attention to a TV ad or online banner.

The important ingredient is making the events relevant to consumers. Volvo did that through a contest where a charitable donation was tied to the goal. The Chevy event will have a more difficult time extending the interest beyond those participating.

Here’s to viral magic whether it’s virtual or real.

“We had finally found the magic land at the end of the road and we never dreamed the extent of the magic."
- Jack Kerouac, On the Road

Limited Bentley Zagato GTZ

Bentley Zagato GTZ was first introduced at the 78th Geneva International Motor show 2008 by Zagato Atelier. Bentley GTZ is a neo classic Zagato interpretation of the style of a British GT. This cool automotive project and concept was conceived at the Pebble Beach Concours D'Elegance in 2006 by Dr. Ing. Franz Josef Paefgen, CEO of Bentley Motors Limited and Dr. Andrea Zagato, President of Zagato.

This unique automotive is born from two great automotive cultures Bentley and Zagato. Bentley Zagato GTZ design team able to create a distinctive and attractive character to this cool car. The exterior of Bentley GTZ has a pronounced fender lines, a unique double bubble roof and a round tail with all new rear combination lamp. All element of this luxurious car are harmoniously integrated and created an aggressive, sharp and solid looks.

This limited production car interior has a refined and exclusive design with natural color of leather seats, The interior is styled by British firm Adaptive Space. This fast and limited edition car is valued at $1.7 million USD, and only 9 of this car is produced so far.

Unbelievable car modification from Japan

Hi, I found this car modification in Dina Basrul blog. Unique and creative car modification from Japan.

Take a look and remember this is only for fun.

 

  

  

  

  

  

/daily sketches

Suzuki Baleno Modif with "Street Wolf" Theme

Bodykit - Replica Mugen for All New HONDA CIVIC

Suzuki Baleno Modif with "Street Wolf" Theme

Samurai Concept on Mitsubishi Lancer GLXi

Mitsubishi Lancer GLXi Samurai Concept via HIN Magz

Speed Racer" and "Concept Car Design" on Honda Nova

Honda Nova Speed Racer via HIN Magz

honda jazz elegant

Honda CIVIC modif with Street Racing Concept

honda civic modif with street racing concept 2010

Toyota Scion Xa with Custom Candy Yellow Paint

Isuzu Panther Modified into Hummer H2 SUT

Airbrush Car Modfication

Mazda MX6 Modif With Scissor Door

Flush Audi TT2S with Full Carbonfiber Body Kit

Extreme car modification on ABT Contest

Help BMW Save Their Brand

Stop whatever you are doing today and go read Peter M. De Lorenzo's article on BMW's latest campaign Joy.

De Lorenzo is absolutely correct that you can cut the new Joy commercials and put a Chevy, Hyundai, Toyota, whatever in the ad and it will still work. It's an ad campaign for any car company and that's the big issue with it.

I don't have much to add to it, since it is perfect. As a BMW owner for many years and an emphatic fan of the brand, Peter's article expresses what is so wrong with the current, supposedly temporary, move away from BMW's Ultimate Driving Machine message.

Go visit Autoextremist then print out De Lorenzo's article and mail it to:

BMW of North America, LLC
300 Chestnut Ridge Road
Woodcliff Lake, NJ 07677-7731

Quick before they make any more vanilla Joy commercials!

GM's Social Media Team Shows How Brand Experience Online Can Remedy a Bad Situation

When someone complains in social media they simply want be heard. They want to voice issues to their social network so that their friends can know what company or product to avoid; they may want resolution; or they may simply just want others to provide moral support.

Sometimes companies are listening and may even actively respond to a complaint. The past two days I witnessed a very public version of this when one of the people I have come to know in the automotive twitosphere (I swore I’d never use that dumb word, but just did) had an issue with a Chevrolet Equinox he ordered a couple weeks ago.

Dalibor Dimovski (@kewlrats on Twitter, Dali for short) explains his situation on Facebook better than I ever could:

"The vehicle was paid for in full on Feb 2nd as we were told this as needed to lock in the incentives. We were also asked to hand over our trade-in at that time. This past Monday we paid our first loan payment to our financial institution.

And all of this without receiving the car. (Still have not received it yet.)"

Obviously this was an issue at the dealer level, probably with a lot of promises and the buyer will get the car very soon from the already paid car salesperson and now we have a very frustrated customer who is unsatisfied with a brand; though, fortunately Dali is not Kevin Smith and kept his cool, but he was definitely upset.



Dali told me, "I was upset at the dealership buying process and excruciatingly long wait and faults, I found it extremely difficult to get an answer to my questions. This both stressed me out further and made me second-guess my purchase." Fortunately someone was listening.

Early in the process, Dali received some support from his network of fellow automotive enthusiasts.



The situation was spreading about Dali’s issue and spreading through a community of well-connected automotive friends. Fortunately, General Motors’ Social Media Team, led by Chris Barger (@cbarger), noticed there was a problem, as did some other employees GM has on Twitter. One very active GM employee Borger (@GMEmployee) caught this situation early and tried to correct the idyllic expectation created by Dali’s salesperson.



It didn’t end there. GM’s Social Media team continued to work on the problem reassuring him that they were actively working to remedy the situation as quickly as possible. The team also made sure Dali engaged with the proper channels like GM’s Customer Care team (@GMCustomerSvc).



Chris Barger further stressed that GM was committed, as a whole company, to make sure its customers needs are met. The actions taken online today demonstrated that care not only to Dali, but to everyone listening too.



Fortunately the vehicle was in at the dealership and the problem was remedied even if it did create some angst for Dali and his family, whom by the way recently had their first child, a beautiful baby daughter born last November.



The online experience extended into the dealership experience too. Dali shares, "upon walking into the dealership, I was floored by the response from my salesperson. He mentioned that he had heard about my updates on Twitter and was glad to have been contacted by the GM Customer Service team. The dealership did not realize I was that frustrated as I had always been patient and cordial in communication with them. They respectfully corrected the situation, making me an incredibly happy buyer in the end."

The resolution shows how effective social media can be in rapidly turning a bad situation around. What I personally like most about this example is that everyone was considerate to Dali’s issue and there was no grandstanding or over promising going on.

After a week of hearing about how much of a blowhard Kevin Smith is when he isn't happy with a company, it was great knowing not everyone is a jerk on Twitter when things go south.

One of Dali’s final tweets came late yesterday after he had finished picking up the car from the dealership and ending on a positive note. I’m sure it felt like a great day for the GM team, as a side effect it gave everyone in social media a positive example of how this social stuff works.