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Renault merges the online and offline worlds

Posted on 19. May, 2011 by Jonathan Cherry in Branding

We’ve seen examples of brands merging offline experiences with social media interfaces in increasing bursts of excellence.

Renault made it possible. By bringing the world of Facebook into the real world of the AutoRAI 2011. For the Amsterdam Motorshow we’ve created an innovative and real-time social sharing experience. At the largest automotive event of The Netherlands, 250.000 visitors could like Renault cars through a RFID Facebook card.

We placed specially made Facebook pillars in front of the Renault cars. By holding their pass in front of these pillars, a connection was made to their profile and the car was being “shared” on their wall. This way their offline car experience had been shared with their online friends.

At the Renault stand, car fans got a free card.
With this pass, visitors were able to login to their Facebook profile. Since the pass held a RFID-microchip which stored their username and password, it automatically became their Facebook connect card. Ready to LIKE one of the Renault cars at the AutoRAI.

The production to make such an innovation possible is surprisingly simple, but as we say, it has to add value rather than just come across as a gimmick.

Easy to do – remarkable to experience.

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UPDATE: Actually – after six months of prototyping – we’ve found the practical development of this idea far less than easy to execute. Throw in some sexy Galaxy tabs, a deadline and some Android development and you have a small nightmare on your hands. All the same, our team cracked it and we rock.

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Tags: Renault