Moto Guzzi USA revs up new microsite

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Moto Guzzi campaign fails to drive social media growth
Moto Guzzi campaign fails to drive social media growth

The Offer: Iconic Italian motorcycle company Moto Guzzi's North American importer, Piaggio Group, put a new spin on the 90-year-old brand's online presence with a revamped social hubsite. Launched in May, Motoguzzioriginals.com aims to educate, entertain, and engage visitors with a blog, information about new Guzzi products, and an Instagram gallery showcasing user images. Pictures tagged #guzzioriginals on Twitter were automatically uploaded to the hubsite. A promotion available both on the site and via a Facebook app gave fans the chance to enter to win a vintage leather riding jacket.

The Data: As of the end of July, Moto Guzzi's U.S. Facebook page was at 1,545 fans. Despite the campaign's Twitter push, the brand had significantly less traction there, with just 167 followers in four months.

The Channel: The “Originals” campaign was supported through social and targeted digital advertising, including Google and Facebook media.

The Creative: The “Originals Dialogue” blog features posts from noted engineer Enrico Cantoni, an original designer of the brand's renowned 1955 V8 engine.

The Verdict:

Stewart Krull is EVP and executive creative director at Atmosphere Proximity, where, since joining in 2007, he has led creative work across the agency's accounts, including Citigroup and Bud Light. Krull was a student at New York's School of Visual Arts during the birth of the graphic novel. Read our Q&A with Stewart for more.

Billed as an effort to remind motorcycle enthusiasts about the brand's innovative engineering and design, I fear that enthusiasts are the only ones who will make the effort to wade through a site that could definitely benefit from a more visual and visceral mind-set. While the parallax scrolling and design touches are cool, the challenge of reading the text due to the sheer number of words, the small type size, and the fact that most of it is reversed-out, makes this a challenging experience to say the least.

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