Challenge
Telling the OnStar story A pioneer of in-vehicle connectivity, OnStar brings advanced technology alive at the push of a button. And although “connecting” today typically means to a device, and not with a person, one resounding truth remains: Despite high-tech advancements, consumers feel there is no truer connection than the human connection. We agree. So, how does OnStar—a brand synonymous with safety and security—show how they bridge the gap between advanced technology and the human touch? And, how do we do it at scale?
Solution
CONNECTED JOURNEY: STORYTELLING IN THE DIGITAL AGE The answer was simple: Create a conversational and relatable website that connects readers with the power of OnStar. Welcome to Connected Journey at ExperienceOnStar.com, our digital content hub that brings humanity to the forefront of advanced OnStar services by enveloping the reader in the center of the action. The site is curated from inspirational stories about OnStar Subscribers, fans, and Advisors. Every visit to the site is greeted by stories of lives saved, busy days made easier, unforgettable bonds formed between Advisor and Subscriber, and tales of selfless Good Samaritans that will move you to tears. There’s a collection of useful tips that will help you prepare for Old Man Winter, hack your way to an amazing campsite, survive one of the busiest shopping days of the year, and even help protect your car from theft. Here’s where people bring the wonder of OnStar to life and connect with those who might need it. You can decode the technology with us and interact with thought leadership articles that feature industry-leading experts discussing the Connected Car and how OnStar is delivering it. Connected Journey brings every story, tip, and resource to life through text, pictures, video, animation, and audio to deliver the most engaging and memorable experience possible. LEVERAGING THE POWER OF THE WEB Now, delivering it at scale. The site’s dynamic web elements, responsive design, and interactivity engage on any platform—just ask the 653,000 fans already following along with OnStar. We tap into Facebook, Pinterest, Twitter, YouTube, Google+, and even Subscriber emails to keep the pipeline full, ensuring our target sees something that educates, entertains, or inspires them each week. CONNECTIONS THAT COUNT Consumers not only enjoy Connected Journey; they interact, share, and come back time and time again: By tapping into the most powerful connection that exists, the human connection, Connected Journey helps consumers experience the power of OnStar in simple and personal ways.
Results
- Time on site increased 5-6 mins - Organic traffic increased 150% in one year - 50% increase in month over month retention By tapping into the most powerful connection that exists, the human connection, Connected Journey helps consumers experience the power of OnStar in simple and personal ways.
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