After meeting the challenge of a prospective customer, a Nissan dealership in Spain has sold a car using only social media. The transaction marks the first of its kind in Europe by any automaker.
For whatever reason, when Spanish customer Raul Escolano decided it was time to buy a new vehicle he took straight to Twitter. However instead of asking for feedback as to which car to buy–like many people do these days–he issued a challenge to automakers. Using the hashtag #compraruncocheportwitter (translation: #buyacaronTwitter), he challenged the automakers to sell him a car using only social media.
Nissan dealer Antamotor took Escolano up on that challenge. However, Escolano first published a poll on Twitter asking his followers which vehicle he should buy. The Nissan X-Trail (Nissan Rogue in North America) won the poll competition and also garnered an impressive 2.6 million impressions online.
The dealership then courted the prospective customer by giving him a personalized tour of the X-Trail via social live-streaming app Periscope. Within six days of the initial contact the deal was sealed entirely using Twitter.
Nissan then had the keys delivered via courier to Escolano’s home. Subsequently he finally managed a face-to-face interaction with Nissan at their Spanish headquarters to take delivery of his new Twitter purchase.