Photo: Rolls-Royce Motors
Rolls-Royce Motor Cars unveils new digital experience - that’s how the BMW-owned luxury carmaker presented their new interface. At first, you’re thinking something big is going on, perhaps they found a new type of gasoline, or perhaps their engines work with water all of a sudden.
Worry not, wanna-be Rolls-Royce drivers out there, you still have to be quite wealthy to discuss even driving any of the company’s models. If you’re not a rapper who leases one to shoot a video, that is. Nevertheless, we’re here wondering, what is so special about the new website?
The company’s excitement starts with its recent experience with the unveiling of the Rolls-Royce Dawn, which was introduced to the world via an interactive globally streamed online launch. The British/German automaker claims that in total, 4,000 journalists and “influencers” (whatever that means) from around the world witnessed the “Digital Dawn” live, with many posting questions directly to Torsten Muller-Otvos, Chief Executive Officer of the company.
Translation: Rolls-Royce discovered the Internet and its power to lower the cost of new model launches significantly. Why invite everybody on a tour somewhere in Monaco when you can send them an IM or something similar and video conference the hell out of that Dawn? Now, let us continue with the company’s interpretation of the event:
“This was a landmark moment in the marque’s ongoing commitment to pioneering new digital approaches to interacting with customers, media and fans of the brand. The success of the Digital Dawn launch was affirmed by the story trending as the number 1 most searched term on Google that day. On the same day, Rolls-Royce Motor Cars also unveiled the marque’s new website and mobile platforms, seeing a 300% increase in traffic to the new site.”
You can find further details on the newly added features in the press release bellow, but we’ll say it straight away: there’s only one thing that may be called innovative about Rolls-Royce’s recent marketing venture. The company has successfully pioneered the use of new platforms. Wraith “Inspired by Fashion” was unveiled to the world in the first ever launch of a car on social streaming platform Periscope.
The company’s excitement starts with its recent experience with the unveiling of the Rolls-Royce Dawn, which was introduced to the world via an interactive globally streamed online launch. The British/German automaker claims that in total, 4,000 journalists and “influencers” (whatever that means) from around the world witnessed the “Digital Dawn” live, with many posting questions directly to Torsten Muller-Otvos, Chief Executive Officer of the company.
Translation: Rolls-Royce discovered the Internet and its power to lower the cost of new model launches significantly. Why invite everybody on a tour somewhere in Monaco when you can send them an IM or something similar and video conference the hell out of that Dawn? Now, let us continue with the company’s interpretation of the event:
“This was a landmark moment in the marque’s ongoing commitment to pioneering new digital approaches to interacting with customers, media and fans of the brand. The success of the Digital Dawn launch was affirmed by the story trending as the number 1 most searched term on Google that day. On the same day, Rolls-Royce Motor Cars also unveiled the marque’s new website and mobile platforms, seeing a 300% increase in traffic to the new site.”
You can find further details on the newly added features in the press release bellow, but we’ll say it straight away: there’s only one thing that may be called innovative about Rolls-Royce’s recent marketing venture. The company has successfully pioneered the use of new platforms. Wraith “Inspired by Fashion” was unveiled to the world in the first ever launch of a car on social streaming platform Periscope.
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