Rolls-Royce Suggests Power in Digital Marketing With Final Wraith Hype

Rolls-Royce Motor Cars is driving anticipation for its new Wraith model by releasing select images and videos of the model before its March 5 reveal.

The last image of the Wraith was released Feb. 26 and shows off its exterior outline. The images and short videos are the only information that Rolls-Royce has given about the vehicle that debuts at the Geneva Motor Show.

“The dribble of information about the new vehicle is a tease campaign designed to build interest and anticipation among the brand’s various audiences,” said Ron Kurtz, president of the American Affluence Research Center, Atlanta.

“There is no harm done in this and it gives Rolls-Royce something to do with its Facebook fans,” he said.

“Most true car enthusiasts will already know a lot about the new model from pre-introduction exposure in the auto magazines.”

Mr. Kurtz is not affiliated with Rolls-Royce, but agreed to comment as an industry expert.

Rolls-Royce did not respond by press deadline.

Puzzle pieces
The newest and last image of the Wraith appeared Feb. 26 on Rolls-Royce’s social media channels.

Along with this last image, Rolls-Royce also posted a three-second video on its Facebook page to show how this sketch was drawn with only three lines by Giles Taylor, design director at Rolls-Royce.

The video titled “The fastback” shows a quick overview of the vehicle’s outline. The outline is drawn in a white line on a black background.

The automaker posted the video on its Facebook page. Within the first hour of its posting, the image had been shared 90 times and “liked” 650 times.

Previously, Rolls-Royce released other images and videos to tease the Wraith to consumers.

The first official look at the Wraith Jan. 22 was a shadowy image that shows only the top of the model as if an overhead light is shining in an otherwise pitch-black space that encases the vehicle.

The automaker released two other images that detail the interior aspects of the Wraith as well.

One image shows the side paneling of the door.

Another image shows the clock on the dashboard. Both images were released Feb. 19 through Rolls-Royce’s social media.

In addition, Rolls-Royce created a 40-second film about the Wraith that plays on the brand’s Web site.

The film shows a Wraith vehicle driving with its headlights on through a dark forest while a woman, who is dressed in eveningwear, is running until she reaches a closed gate.

The woman opens the gate and the vehicle is shown driving away back through the dark forest.

Then, the smoke appears as the screen goes black as the words “Wraith,” “And the world will stand still” and “5 March 2013” are shown on the screen.

The automaker debuted another short video Feb. 13 that contains a similar forest scene, except the vehicle was not being driven and a close-up of the emblem and the grill is shown.

This 45-second video is available through the Rolls-Royce Web site.

Waiting game
Other automakers have used teasing tactics to promote new vehicles.

For instance, British automaker Bentley Motors is using digital tactics to create buzz for the new Flying Spur model among socially-connected consumers. The Flying Spur will also debut at the Geneva Motor Show March 5.

The automaker is showing a video on a microsite that depicts close-up angles of the model to tease the unveiling of the Flying Spur to its online audience. The video ends with the hashtag #NewFlyingSpur to encourage consumers to follow the conversation on social media.

Also, British automaker Jaguar hyped its F-Type model before its launch through a mysterious social video to encourage users to sign up for email updates.

The 90-second video begins with a red line that bounds across the viewing plane. The black background slowly fades to a scene of the F-Type covered in large red cloth.

Although these social promotions may add to the extra hype surrounding the release of the vehicles, some automakers are not likely reaching their target audience this way.

“I would question whether the time and effort Rolls-Royce spends on its Facebook program is worthwhile,” Mr. Kurtz said. “I would guess most of their followers are what I call luxury voyeurs who will never come close to being able to afford such a car.

“There may also be a few followers who are cynics, who like to complain about the wealthy and their conspicuous consumption,” he said.

“On the other hand, the new model will extend and enhance the appeal of Rolls-Royce to its existing customer base and probably attract some new customers, which is surely a key reason for introducing this new model.”