The ‘First 60 Days’ program was a cross-channel, integrated curriculum designed to welcome, embrace and educate new owners about the brand, their new vehicle and what lies ahead for them. The hub of this activity was a personalized owner microsite, (promoted by an integrated campaign of targeted emails and DM packages), that not only housed all available owner resources, but also engaged and excited owners with a unique, shareable experience that allowed them to showcase their pride of ownership without “showboating”.
The site includes:
-Instructional videos. Showing owners how to get the most out of the advanced technologies fitted to their vehicle
-Information about the 24 Hour Roadside Assistance
-A new ‘Quick Start’ Owners mobile app to replace their handbook
-Links to brand social communities on Facebook