While football might not have come home for England, Auto Trader, the UK’s largest digital marketplace for new and used cars, still won the hearts and minds of the nation with the disruptive #AutoTraderGoals.
#AutoTraderGoals promised to give away a brand-new car for every goal England scored during the World Cup. Entrants posted #AutoTraderGoals on Facebook, Twitter or Instagram after each was goal scored, to be in with a chance of winning.
The teams at Auto Trader, AmazeRealise and Mynt, met every challenge faced. Designed to mirror the England football team’s World Cup success, it was impossible to predict the longevity or cost of the campaign. It required an agile delivery model and responsive team to react in real time to what happened on the pitch, and to fulfil the generous promise of giving away a brand-new car for every goal scored by England.
The campaign captured the mood of the nation as everyone got swept up in England’s surprise success. #AutoTraderGoals trended on Twitter after every England goal, often being the only brand in the top ten or even the top twenty to cut through the football chatter. All targets were smashed and the impact on Auto Trader’s social media presence will be felt long after the final whistle blew.