Digital marketing agency iCrossing has announced the development of an online community as part of the recent relaunch of AutoTraderClassics.com, an online marketplace launched in 2008 that targets classic car buyers, sellers and enthusiasts.
The agency developed rich media creative evoking classic car nostalgia. Social media components were added so that self-described “car nuts” can post and share content across the community-oriented site, including tips and upcoming events.
“This was an effort to rebrand and really drive the site to be more social and allow car buffs to communicate, share and link up with each other,” says Domingos Vieira, VP of automotive at iCrossing.
The new site seeks to improve users’ ability to find others with an interest in like models and vehicles, he explains. “The most important aspect we found is these folks felt they didn’t have a home to really share and gain information, especially for newcomers in that space,” he says. “They didn’t have anywhere to go to ask questions and get an understanding of how to become more involved.”
The site membership registration also offers lead generation opportunities for AutoTraderClassics.com, which is a division of online automotive marketplace AutoTrader.com, but Vieira emphasizes that wasn’t the main purpose of last week’s relaunch: “It was really about driving the creative around the passion and loyalty of these folks who just love the vehicles and love to talk about them.”