Screencap from the Skoda Belgium websiteEnlarge Photo
We don't have much cause to talk about Skoda on this side of the Atlantic, but an unusual new promotion from the Czech Republic-based brand has turned our heads.
Skoda's Belgian subsidiary recently launched a contest using the Facebook "like" button as currency -- seriously, it's been assigned a monetary value. Every time folks click the "like" button on the Belgian Skoda's Facebook page (tagged "Generous Skoda"), the company drops the price of a Skoda Fabia "Rock" by two euros. The result is a little like haggling, but instead of doing it one-on-one with a salesperson, you're doing it with hundreds of friends and strangers across the world's largest social network.
The Fabia will be sold to the first person who agrees to pay the asking price. Jump in too early, and you risk paying more than you might if you'd waited another day or two. Jump in too late, and someone else will beat you to the punch.
It's an ingenious campaign, really. It generates huge awareness about the Fabia model; it creates an engaging, suspenseful promotion; and of course, it builds Skoda's Facebook fan base. The price of a new Skoda Fabia is 12,950 euros, and the promotional price has dropped to 10,362, so a quick run at the calculator tells us that 1,294 Facebook users have become Skoda Facebook fans since the contest launched. Not too shabby.
We can think of a few U.S. models that might benefit from a simliar promotion. Scion, Kia, MINI, Nissan: you might want to take a couple of notes.