Moto Guzzi USA revs up new microsite

Share this content:
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.

Loading links....

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here