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How McLaren’s Immersive Social Content Drove Buzz at #NYIAS

McLaren, a high-end, high-performance car company, debuted its Fast and Furious-worthy  570S at the New York International Auto Show. The car is super stacked, with 570 horsepower and a V8 engine. It’s also a relative steal, selling for $185,000 while most McLaren models go for $1 million or more.

How McLaren’s Immersive Social Content Drove Buzz at #NYIAS

But this ride didn’t just win among car critics — it blew its fellow luxury automakers (Porsche, Aston Martin, Bentley, and Rolls Royce) out of the water when it came to share of voice during the NYIAS.

McLaren share of voice
This chart from the Simply Measured Share of Voice Analysis shows how Porsche, Bentley, Rolls Royce, McLaren, and Aston Martin compared by relative volume and relative share of voice between 4/1/15-4/12/15.

It even matched economy car brand Toyota for share-of-voice (Toyota received 354 mentions in conjunction with #NYIAS, while McLaren received 348).

That’s pretty extraordinary when you consider that Toyota is a household name, with 598K Twitter followers and over 3 million Likes on Facebook, while McLaren fits a niche, spendy market, with 145K Twitter followers and just over 309K Likes on Facebook.

Of course, many of McLaren’s mentions came from excited fans Tweeting, Instagramming, and Facebooking photos from the car show.

But McLaren did a great job of fostering this mania. Here’s how they won luxury share of voice this year.

They Created Campaign-Enhancing Video Content

McLaren published a teaser video on YouTube on April 1, the day before the NYIAS started, using the hashtag #BlackSwanMoments and providing no information about the vehicle it would be debuting, but giving fans a glimpse of what the brand had in store for them.


McLaren rolled out this video on all its social channels.

McLaren Facebook post

The video has received over 24K views on YouTube so far, and driven a lot of chatter on social.

They Invited in Non-Attendees

By creating social content which kept fans posted on its activities and unveiling at the NYIAS, McLaren was able to build a broader cultural buzz which never would’ve happened if it was just focusing on show attendees.

McLaren Facebook postThis type of post made McLaren fans feel included and more likely to spread the word on the new car, whether they themselves could afford to buy it or not.

They Invested in Instagram

Throughout the show (and leading up to it), McLaren consistently hyped NYIAS itself, as well as the debut of the 570S.

McLaren Instagram Post


McLaren’s posts of this nature did incredibly well, driving between 10k-15K Likes, and plenty of comments (including comments which tagged other users, a tried-and-true method of content discovery on Instagram).

Create Your Own

McLaren built on the buzz generated by the 570S’s debut by rolling out a site where fans can customize their own 570S.

Followers were then encouraged to share the car on social using #MyMcLaren. This was a smart way for McLaren to convert social activity with time spent on their site.

Share of Voice for Your Brand

Whether you’re comparing yourself to other brands or products, debuting a major product, or taking a deeper look at your own mentions over time generally speaking, consider running a six-month long report and seeing how you performed six months ago versus now.

Is your share of voice increasing or decreasing? How is engagement with your posted content increasing or decreasing?

Was it a coincidence that you received a spike all of the sudden because of your release, or was it that people are really starting to discuss your brand more organically?

Which of McLaren’s tactics during the NYIAS were you most impressed by? Let us know in the comments below.

Lucy Hitz

I’m the Head of Marketing Communications here at Simply Measured, where I'm responsible for our content program, social media marketing, PR, and comarketing ventures. I love yoga, The X-Files, peaty scotch, hiking, and poetry. If I were a social media channel, I’d want to be Instagram, but I think I’m Twitter.

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