Start your engines! Porsche is taking the wheel as the first luxury automaker to supplement the information on their cars with Microsoft Tags and mobile optimized microsites.
Last month the German sports car manufacturer began displaying the Tags on the cars at dealerships in five states with the aim of making their products and dealerships more accessible, according to Josh Cherfoli, Porsche’s Online and Relationship Marketing Manager. When scanned, the Tags resolve to mobile sites with more information about that model, as well as photos, videos, and even contact information for Porsche salespeople. The Tags steer the conversation into the hands the consumers themselves, empowering potential buyers with the information they need to begin their decision-making process.
And how are the customers reacting to the Tags? “‘The first reaction that people are saying is, ‘Wow, that’s really cool,’ [Cherfoli] said. ‘That’s a pretty consistent statement with how people are interpreting it.’” The company is also reporting that customers revisit the microsites after they’ve left the dealership to share with friends or influence their own purchase decision.
Porsche has also been adding Tags to their print campaigns that resolve to more general information, as well as inventory, special offers, a car configurator, and driving directions to the nearest Porsche dealership.
Aside from the coolness factor of Porsche automobiles and scanning barcodes with your smartphone, the Tags improve brand experience. By driving traffic to their mobile assets and empowering consumers, the company is helping buyers hit the road in the Porsche of their dreams sooner.
What other sporty ways can you think of to use Tags? Let us know about it in comments or on Facebook or Twitter!