A Campaign That Made Me Go “Hmmm…”
European car company Skoda has launched a campaign to pair test-driving one of their vehicles with finding a date, according to Mashable’s Brenna Ehrlich. The brand’s site The Family Composer prompts users to enter their info for Facebook and European digital music service Spotify (which will soon be launched in the U.S.). A user is matched with others who have similar musical tastes. That user can message matches to invite them to co-test drive a Skoda family car.
In the social sphere we often talk about connecting with and engaging consumers, but I have to admit this one has me stumped. Perhaps I’m missing something. Or maybe I’m getting old. Why would a consumer want to test drive a car with a complete stranger who just happens to like the same tunes? How does that genuinely connect him or her with either Skoda or the music service Spotify? I guess it could if someone ended up finding their soul mate—but what are the chances of that?
It seems to me like this is an engagement campaign just for its own sake. Perhaps I’m missing something. Do you have insight to share about this campaign that made me go “Hmmm…”?