Eight digital campaigns from the world’s best and worst selling car brands

With in-car radios quickly being replaced by Spotify, car manuals being PDF’d onto iPads and QR codes in magazines taking you straight to the mobile site for the manufacturer, it’s apparent that the digital transformation of the auto industry is taking place right now.

Ford, Chevrolet, Volkswagen, and Toyota are all selling amazingly globally, but one of them isn’t performing as well in its digital marketing efforts.

In contrast, Smart, Suzuki, Fiat, and Daihatsu are floundering in terms of sales, but one is doing far better online than in the stores.

QR codes: the good, the bad and the ugly

Over the past couple of years, QR codes have cropped up everywhere from billboards to ketchup bottles, and have become a must-have gimmick for some marketers. 

At our Digital Cream event this week, I was discussing QR and mobile marketing with Mark Brill, who had been moderating the mobile roundtable. 

The upshot is that, when used well, QR codes can be a useful tactic for marketers, when used badly they’re utterly pointless. 

Mark showed me some excellent examples of QR codes, good and bad, from his Pinterest page.

Here is a selection of those….

Volkswagen accounts for 25% of car ads shared online

Producing content that consumers want to share is the holy grail for video marketers, as not only is it an endorsement of your ad but it means that person’s friends are also likely to view the video.

And within the automotive industry, nobody produces shareable content quite like Volkswagen.

A new report from Unruly found that the German carmaker accounted for a quarter of all automotive video shares from June 2011 to June 2012, followed by Kia (21.6%) and Chevrolet (15.3%).

The data, which is sourced from the Viral Video Chart of 12,867 autos videos, also shows that VW’s Super Bowl ad The Force is the most shared ad of all time, with more than 5.5m shares and 62.5m views.

Mountain Dew and VW create Facebook Timeline artwork

Facebook’s Timeline redesign might be rolling out to the masses today, finally, but there’s no plans to let brands join in the fun just yet.

In the meantime, Mountain Dew and VW are taking matters into their own hands.