Jaguar USA is keeping New Yorkers cool during a sure-to-be hot summer weekend with a pop-up event space dedicated to winter weather and its model range.
Starting today, consumers can feel the chill of winter in August at the complementary Jaguar Chill experience at New York’s The High Line public park. The automaker could draw quite a few fans of the brand with this out-of-the-ordinary event, and could benefit if it gathers consumer information and points to nearby dealers.
“Like many other brands, Jaguar is finding that traditional advertising does not work the way it used to,” said Al Ries, chairman of marketing consultancy Ries & Ries, Roswell, GA.
“Therefore, brands like Jaguar are looking for new ways to build rapport with prospects, and one way is by holding events like this one,” he said.
“It will probably attract a lot of younger people who are interested in ice skating, but do not have enough money to afford expensive Jaguar automobiles.”
Mr. Ries is not affiliated with Jaguar, but agreed to comment as an industry expert.
Jaguar USA could not comment before press deadline.
Chill out
The three-day Jaguar Chill experience is housed in a life-size snow globe. It is open Aug. 16 3 p.m. – 8 p.m., Aug. 17 noon – 8 p.m. and Aug. 18 noon – 5 p.m.
This is the first time the experience is being offered to the public.
Visitors can enjoy the cool weather, skate on an ice rink, watch demonstrations from professional skaters and view the Jaguar model range. There will be live entertainment and refreshments will be served.
The High Line is located at 10th Avenue and West 17th Street in New York.
Jaguar is raising awareness for the event via its United States Facebook and Twitter accounts.
The automaker likely invited New York-based consumers to the event via email.
Consumers can view a countdown and schedule for Jaguar Chill on a microsite at http://jaguarusa.com/chill-ny.
Jaguar Chill microsite
Making a marque
Jaguar is targeting consumers in the New York market with a disruptive method that is sure to draw some attention to the brand.
Public events can expose all types of consumers to a brand. If a consumer enjoys the experience, they could be more likely to visit a showroom or explore the brand on social channels.
In addition, social updates and image sharing via mobile devices could cause a public event to go viral while it is happening.
Luxury automakers seem to rely on events to interact one-on-one with consumers outside of the showroom, but in the case of a large public event, another goal could be to stir up a conversation about the brand.
Automakers Lamborghini and Porsche created public events with a social media component to encourage a digital conversation.
For example, Italian automaker Lamborghini transferred its fleet of historic V12 models from the Lamborghini Museum in Bologna, Italy, to London to be shown in an outdoor moving exhibit.
Consumers could follow the exhibit around London on a map on a microsite and participate in a photo competition hosted on Facebook and Twitter (see story).
In addition, German automaker Porsche toured its 2013 Boxster model with public stops in cities along the U.S. East Coast and let consumers follow the journey via a microsite and Twitter hashtag.
Porsche partnered with Wenner Media’s Men’s Journal for the Boxster tour and chose Travel Channel host Dhani Jones to drive the vehicle from New York to Alabama (see story).
No matter the type of event, luxury automakers should be sure that it aligns perfectly with the brand image.
“If the event drew many prospective Jaguar customers, it might add a lot of value to the brand,” Mr. Ries said. “The problem is that an event like Jaguar Chill does not relate well to the Jaguar brand.
“Consumers that like skiing, skating and other outdoor winter sports are not necessarily good prospects for Jaguar,” he said. “Range Rover would be a better sponsor for an event like this one.
“The event has to be tailored to the characteristics of the brand.”
Final Take
Tricia Carr, editorial assistant on Luxury Daily, New York