Subaru of America, Inc. announced the launch of its First Car Story campaign supporting the all-new 2012 Subaru Impreza. The campaign hub, FirstCarStory.com, features a groundbreaking animation generator that allows users to recreate their first car, tell their story, and see it turned into an animated video, which they can also set to music and narrate with their own voice. Through Facebook, Twitter, or email, users can share their video with family and friends throughout their social network.
“Everyone loved their first car, no matter how bad, beat up, or borrowed. That first car became a new chapter in life or a ticket to freedom and first car stories are often the most memorable stories we have,” said Alan Bethke, director, marketing communications, Subaru of America. “The First Car Story campaign provides a creative outlet for reliving those unique, funny, unforgettable car experiences anyone who had a first car can relate to.”
First Car Experience
Using pioneering text-to-video technology, FirstCarStory.com turns words and phrases into custom animations. The experience begins when the user lands on the home page, where they find the car generator; this allows users to create their beloved first car right down to the degree of damage the car may have incurred. Next the user cruises over to the story entry page to tell their story through text. The animation generator tool isolates key words to begin populating visuals that bring the story to life. Users can also select key words and phrases to highlight in their story.
The storyteller can then take the driver’s seat and record a personal, vocal narrative to accompany the animation. Before publishing, the storyteller selects an appropriate soundtrack to complete the personalization of their video.
With this unique social experience, the storyteller is able to tag Facebook friends to include in the video. Once completed, the storyteller then can share and publish their directorial debut across social media platforms. The storyteller user community can even see how their stories share common elements with other stories.
2012 Subaru Impreza
“First car stories are really about loving a car and how it helped you live your life. The crux is that first cars are rarely dream cars; most didn’t last and some even let their owners down,” said Bethke. “At Subaru we know the importance of having a car you can rely on, one that helps you lead a better, fuller life. The all-new 2012 Subaru Impreza is the best, ‘first new car’ choice. What better way to launch Impreza than to tap into those first car emotions by introducing it as the love that really lasts.”