GREATER NOIDA :
Facebook Inc has collaborated with auto companies, content creators, and influencers to offer digital experience around the Auto Expo 2020.
The social media giant, which also owns photo-sharing app Instagram, will do walkthroughs with live crew and influencers, visit stalls to show what’s in the offing for auto-enthusiasts this year at the expo, open to public from 7 to 12 February.
In addition to one Facebook stall, three Instagram booths, offering augmented reality experiences and to encourage consumers to create videos posts and stories, have been set-up.
“Facebook has been working with the auto industry for the last four years. We were part of the last auto expo too, but in a limited role. This year we have amped our presence, as we feel we are part of the industry and no longer on the periphery," Prasanjeet Dutta Baruah, vertical head - Tech, Telecom & Automotive at Facebook India, said.
According to a KPMG report, nearly 80% of four-wheeler purchases in 2022 are expected to be influenced by mobile phones, while nearly one of two purchases is expected to be influenced alone by Facebook.
The study also notes that before going to a dealer, 70% of users had already decided which car they wanted to buy. Their expectations from the dealer were more to do with accessories and deals. Further, they found that more youngsters are looking for video launches on social media.
“On Facebook, people are talking about which car to buy, they are seeking out opinions from friends, and are also following the brands they love. Whereas, Instagram is a place where people follow their passions and auto is all about passion. We have seen auto as a top category being followed on Instagram," added Baruah.
Facebook Inc has no intention of limiting the engagement only to auto companies and influencers, Baruah points out. We are using Instagram for polling and interaction with the younger cohort. This will make the Auto Expo 2020 on social media far more interactive and approachable to Gen Z and millennial, he added.
The engagement with car companies extends to their entire business funnel on their platform and is not limited to advertising. "We have a Facebook Playbook for the auto industry, where we have enabled dealers of car companies like Maruti to use our platform to drive sales, and they have had some really amazing conversion rates. Everything we do for them is supported by strong level of measurement showing how we have moved sales or lifted the brand," Barua added.
MG Motor India has roped in Avataar.Me, a 3D AR platform, to offer a virtual experience of their new product line-up to consumers at the Auto Expo 2020. The experience will be simultaneously available on Facebook & Instagram.
People at the Expo can click photos or videos with the cars on their phones, and Avataar’s AI platform will convert the 2D images and videos into life-size AR renders for Facebook & Instagram.