Car videos tend to show us the same thing time and time again: A brand new shiny car, maneuvering through beautifully paved roads alongside a majestic mountain landscape. A heavy-duty mud splashed pickup truck dominating rugged terrain. Or how about the cute two-seater with an attractive couple hitting the beach thanks to their fun-loving automobile. These videos are predictable, uninspiring and more often than not, boring. Where’s the story?
One thing that a few car companies have noticed is that going viral with a stellar content marketing play doesn’t mean sticking to the same old car commercial template. In fact, a successful content marketing video includes three things: 1) story that captures the imagination, 2) visually interest, and 3) great sound and music. But even if you have those three elements, the key is having your audience share your masterpiece. A study shows that strong emotion reactions will provoke the “care and share” mentality. There is no magical recipe that guarantees a viral video, but we’ve rounded up these examples of videos in the automotive industry that have done well—we’re sure you’re familiar with a few of them already!
The Kia Soul aims to be hip and trendy, appealing to a younger demographic. In 2010, Kia launched the first of its now infamous hamster commercials, featuring life-size hamsters rapping to a popular 90’s throwback, comparing the Soul to a toaster to emphasize the revolutionary and unique shape of the car.
Since then, Kia has launched a series of hamster commercials. A more recent one set to Lady Gaga’s “Applause”, features the furry animals rigorously working out trying to slim down for their red carpet debut. The hamster crew makes a grand entrance with their new physique and stunner shades as they step out of a Kia Soul to be greeted by the flashing lights of the paparazzi.