General Motors is tapping the power of the Internet to have owners of older small cars affected by the faulty ignition switch recall to bring their units in to replace the defective part. The carmaker has been campaigning to bring in around 2.2 million affected cars in the United States into dealerships to fix the issue, but so far around 1 million of the cars were still a no-show and remained unfixed.
GM calls the owners of these unrepaired cars as the "unengaged audience." Now, GM is using the power of the Internet to reach to those owners, who only have to click on an ad urging them to have their faulty ignition switches replaced before something bad happens. GM has spent months tracking down contact information and mailing recall notices.
The carmaker also managed to survey thousands of these “unengaged audience” to learn why they haven't brought in their cars for repairs. Some of these people reasoned that they only have one car and have busy schedules with children. Others, however, thought it was enough to just follow GM’s instructions to strip all objects from the key chain.
GM’s latest digital-marketing campaign is being done in collaboration with analytics firm Acxiom Corp., to place recall ads that reach a majority of those unengaged audience on popular Web sites like Facebook. GM has provided Acxiom a list of the 1 million "unengaged" owners.
Acxiom then acts as the go-between to match car owners with accounts on Facebook, MSN, AOL and other sites. The ads then appear on those unengaged users' home pages, bearing a link to a site explaining how to have their vehicles repaired.
Megan Stooke, GM's executive director of global marketing operations and the point-woman for the effort, remarked that the method being used is "quite groundbreaking in terms of digital marketing." says.