Recently Mahindra Scorpio became the first Indian Brand to cross Half a Million fanbase in the social networking site – Facebook. This was no easy feat – the brand had grown affirmatively and now is 5,00,000 strong community on Facebook. The community grew from a meager 2,900 to 5,00,000 population in just 15 months! This depicts not only the craze for the brand but also the assuring brand loyalty over the period of time.
Mahindra has always been a pioneer in terms of online marketing and customer interaction. Facebook proved to be an excellent medium for the auto manufacturer to promote its brand and thus connect its fans online into a single forum. The reason for success of Scorpio online was the sense of “COMMUNITY” in it. The forum allowed the proud Scorpio owners to flaunt their machines and share their experiences. The Adventure Saga (in form of Mahindra Great Escape Rallies) even made it more glitzy and thus the Scorpio group became the ‘Adda’ of all SUV lovers. The most important contributions was from the Scorpio ‘brethren’ who contributed to the success of this phenomena.
The Brand had created a sect of its own. Many initiatives were taken to keep this fraternity alive. A coffee table book was released in 2010 which was filled with amazing adventures, unending acclaim and appreciation for the product. The book which was named ‘The Legend of Scorpio’ took the Brand building to a whole new level. It was one of a kind for any automotive brand in India and received rave laurels for the initiative by its fans.
The next initiative in the line was an online game which allowed the gamers to drive their machines in most difficult terrains with relative ease. The game not only highlighted the off-road nature of the vehicles (Scorpio & Bolero), but also involved the participants to spend more time with these brands.This attempt of Mahindra was a great success. It won two prestigious awards at the FICCI BAF Awards 2010 viz., ‘Best Online Game and ‘Best Producer (Game Developer)’. And just in three months time Mahindra had one million unique visitors registered with a total number of eight million plays..!
All these initiatives have surely upped the ante for the brand; but have came out successful in creating a loyal fanbase for itself. Kudos to the brand for this wonderful achievement.