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'The Story of Saab' Goes Social on Facebook
Mar 10, 2011 (03:03 PM EST)
Program enables Saab fans to create and star in their own web banners
Select consumer-generated web banners to be used for national campaign
ROYAL OAK, Mich., March 10, 2011 /PRNewswire/ -- Saab Cars North America has debuted a social media effort within Facebook designed to tap into the passion and enthusiasm that Saab fans and owners, present and past, feel for the brand.
Through Saab's Facebook page, fans can write and star in their own Saab web banners using a template that mirrors the look and feel of "The Story of Saab" online and print creative, post to their Facebook wall and share with friends. Saab will choose a selection of the consumer-generated banners to run on an array of websites that could include AOL, MSN, the websites of The New York Times and Wired, among others, in late March.
The first of its kind social media program is an extension of "The Story of Saab," a multi-media, multi-faceted national advertising campaign, which debuted in the U.S. in late January.
"Saab has an incredibly loyal owner and fan base. Over the past year we have heard from fans all over the world and they are so passionate about the cars they love. Who better to tell the Story of Saab than the people who make it what it is," said Nicole Jankowski, Saab Cars North America's Marketing Communications Manager.
Purchased by entrepreneur Victor Muller, CEO Spyker Cars N.V. in 2010, Saab is working to regain its place as an independent and viable automaker in the minds of potential consumers in the U.S.
"Saab fans are a very devoted and passionate group," said Jennifer Swantek, Vice President, Account Director, McCann Worldgroup Team Saab. "As we were working to relaunch the brand, we knew it would be important to find ways to leverage Saab's loyal fan base. People want to share their passion for the Saab brand. They just needed an outlet. Now, through Facebook, we can give our enthusiasts that voice."
"The Story of Saab" was created by McCann Worldgroup Detroit's Team Saab for the U.S. market. Team Saab also has the responsibility of creating the global launch campaign for the company's next product, the 9-4X. Team Saab also partnered with iWerk, a Royal Oak, Michigan based software development company, to create the Facebook technology.
About Saab Cars North America
Saab, or Svenska Aeroplan Aktiebolaget (Swedish Aircraft Company), was founded in 1937 as an aircraft manufacturer and revealed its first prototype passenger car 10 years later after the formation of the Saab Car Division. In 1990, Saab Automobile AB was created as a separate company, jointly owned by the Saab Scania Group and General Motors, and became a wholly-owned GM subsidiary in 2000. In February 2010, Spyker Cars N.V. of the Netherlands, acquired the company from GM as an independently-run business.
Saab cars reflect the brand's unique Scandinavian design ethic, which is fused with its aircraft engineering heritage. The company is a global premium car maker with a distinguished history of innovation. It is recognized for its pioneering role in turbocharging, as well as occupant safety and the introduction of flex-fuel technology through Saab BioPower. Saab Automobile AB currently employs approximately 3,800 staff in Sweden, where it operates world-class production and technical development facilities at its headquarters in Trollhattan, 70 km north of Gothenburg. http://media.saab.com
About Team Saab
Team Saab is a unit of McCann Worldgroup dedicated to marketing Saab Cars North America. McCann Worldgroup delivers marketing solutions that transform brands and grow businesses. The company is comprised of a roster of best-in-class agencies, including McCann Erickson Worldwide (the world's largest advertising agency network); MRM Worldwide (digital marketing/relationship management); Momentum Worldwide (event marketing/promotion); McCann Healthcare Worldwide (professional/dtc communications); WGEXP (global production); UM (media management); Weber Shandwick (public relations) and FutureBrand (consulting/design).
SOURCE Saab Cars North America