Tweets lead to sweet deals in Europe
Spanish Nissan dealer uses Twitter to sell X-Trail
Shortlist to delivery, all through social network
BARCELONA, Spain – Nissan has become what is believed to be the first automotive brand in Europe to sell a vehicle exclusively through Twitter.
From first contact with the client to the decision to purchase – just six days later – all communication between flagship Galician dealer Antamotor and customer Raul Escolano took place via the social media platform.
Known to the dealership as user @escolano, he first courted car companies using the hashtag #compraruncocheportwitter (in English, ‘buy a car on Twitter’).
Escolano threw down the gauntlet to automotive brands across Spain, challenging them to support him in buying a vehicle solely through social networks.
Nissan, via Antamotor in A Coruña, impressed Escolano with its innovative approach of using video-streaming platform Periscope to film the X-Trail with the dealer presenting the vehicle’s key features in a personalised walk-through uploaded to a live stream.
Nissan then went head-to-head with rival models in a poll on Twitter, posed by Escolano, in which followers were asked to rate the cars on the shortlist. The survey received 2.6-million impressions (source: Brandwatch) and ranked the X-Trail ahead of its rivals with 43% of the vote, helping Nissan to seal the deal.
Still in the spirit of a truly innovative purchase, the X-Trail’s keys were delivered to Escolano’s home by courier then the vehicle was collected from the brand’s Spanish HQ, in the first face-to-face interaction between Nissan and the customer since the sale began two months earlier.