How Bugatti generated 1.8 million views on YouTube in two weeks
How the luxury car manufacturer Bugatti successfully uses social media for its marketing is now demonstrated by a video published on YouTube. Dr. Frank Götzke, Head of New Technologies at Bugatti, who recently gave an exciting lecture on the history of Bugatti at the invitation of Prof. Dr. Hans-Christian Riekhof at the PFH Private University of Göttingen, had posted it online on the Volkswagen Group YouTube channel for Christmas 2018. As Götzke proudly announced, they had generated more than 1.8 million views in just two weeks, with a dislike rate of less than 3 percent. The number of subscribers to the channel had increased from 23,500 to 32,000 during the same period, an increase of almost 27 percent; the three other posts made during the relevant two weeks together received a total of 1,600 views. The background is an additively manufactured, innovative brake caliper, the “still the largest titanium 3D printed functional component in the world.” Otherwise occupied, the started marketing communication for it had been temporarily suspended. Götzke reports that recently there have been increasing inquiries from the international press as to whether this component is actually functional. So in early December he decided to “prove the opposite” with the help of a small test stand video. Dr. Hans-Christian Riekhof, Professor of International Marketing at the PFH Private University of Göttingen, praises this idea and the professional technical and visually appealing implementation on the YouTube platform. It becomes more than clear here that a suitable presentation of innovation results can inspire a broad public worldwide. https://www.youtube.com/watch?v=hPkY8nBWxoU