Lookers scoops social media gong at retailer expo

Lookers has been recognised for its high level of social media engagement at the Social Media 200 awards.

The awards, which were part of the CDX automotive expo in Manchester, saw Lookers receive the Best Engagement Award for its Easter Egg Hunt campaign.

Lookers launched the competition across its Facebook, Instagram and Twitter channels, with followers tasked to spot Easter eggs in a series of in-dealership videos, with prizes including a number of ‘Lucky’ cuddly toys modelled on the retailers four-legged mascot, as well as shopping vouchers.

The Expo, in association with Car Dealer Magazine, also saw Lookers promote its recently launched charity drive, the Lookers Electric Challenge. The carbon-neutral challenge is in aid of industry charity Ben and will see a relay of electric vehicles travel 2,000 miles to destinations including all 155 of the retailer’s franchised dealerships where a wide range of fundraising activities are planned, from carbon neutral days and green energy workshops to test drive events and golf days.

The initiative represents this year’s Industry Leader Challenge run by Ben, which is passed on every year by a business or organisation within the automotive industry to raise vital funds for the charity.

The journey, which recently launched in Dublin and Belfast and is currently beginning its Scottish leg, will also benefit from a multi-platform social media campaign, which can be followed by visiting lookers.co.uk/ec4ben.

Heike O’Leary, Lookers Marketing Director, said: “We’re very proud of our social media channels and the work our dedicated in-house marketing team have done to make them a success. The Easter Egg Hunt is a perfect example of executing an engaging social media campaign and we plan to use what we have learned throughout the Lookers Electric Charge.”

Becca Chaplin, Head of Editorial at Car Dealer Magazine, said: “The team were really impressed with the Lookers Easter Egg Hunt and the amount of engagement it drove to the group’s account. It was simple but effective, and the number of retweets and responses it generated was incredible!”