Dealership's test drives build social media buzz: Loaners for bloggers are keys to marketing strategy

摘要

Charlie Wollborg had had enough. Wollborg had spent days wrangling with Suburban Subaru of Troy, Mich., over a warranty repair. Frustrated after much back-and-forth with the store's service manager, Wollborg took to Twitter to vent. The trouble was, as chief executive of Curve Detroit, a marketing and design firm, Wollborg had more than 10,000 Twitter followers. Dan Boismier, Internet director for the Suburban Collection, the dealership group near Detroit that owns Suburban Subaru, was quickly on the case, personally responding to Wollborg's tweet. Soon the two were talking on the phone.