[SMK] Social Media Knowledge


Would you buy a car via Messenger? Renault thinks so

Marketers are beginning to really test the viability of AI assisted selling, and now car manufacturers are getting in on the action.

Hop in

Using Messenger as a sort of spontaneous marketplace, Renault Italy will be selling a limited-edition SUV exclusively through Facebook's messaging app.

Renault has created an animated advertisement being promoted through Instagram Stories for the release of the Captur Tokyo.

Renault partnered with Publicis Italy to create an animated commerical for the vehicle, designed specifically for the Stories format.

Standing out

What’s novel about this approach is that consumers can interact with characters from the ad via Messenger, and a chatbot tailored to the character’s personality.

Only 100 editions are to be released and this “mysterious character” is meant to be the means by which pre-orders can be placed.

What do you think about selling direct with direct messaging? Would you be inclined to order such a large price item through automated means? Let us know in the comments.

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