New Bentley video
This camouflage was previously introduced on the SUV’s Web site. The brand explains that it is common for car prototypes to be camouflaged to conceal the details from competitors.
On the Web site, fans can register to receive updates about the completion process. Also, there is a gallery that displays images of the SUV. However, these photos include reflections and are very dark, to prevent too much from being revealed.
Images in gallery
Bentley's dedicated SUV Web site gives insights into the production process and encourages fans to check back to follow the vehicle’s progression.
Continual advertising
Releasing teaser videos allows a brand to continually endorse a concept. The repeated attention that the vehicle can receive via social media expands the time window for a product to be advertised.
For example, British automaker Bentley Motors used digital tactics to create buzz for the new Flying Spur model among socially-connected consumers.
The automaker showed 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 (
see story).
Also, British automaker Rolls-Royce Motor Cars teased the release of its new Wraith model March 5 at the Geneva Motor Show by releasing the first shadowed image to the public and hosting an interactive video on its Web site.
Rolls-Royce targeted ultra-affluent Web and social media users via its initial efforts to market the Wraith. There is no question that digital is often an effective channel in terms of marketing a new model release since the message is likely to be fueled by users in addition to the brand (
see story).
The attention that a brand can receive by releasing multiple videos and other advertising campaigns around one product is immense. The addition of a Web site to host the videos brings direct attention to the single product.
“The site and videos are both tastefully and elegantly done, and visually appealing, providing clues to Bentley owners and fans about the craftsmanship of the vehicle,” Mr. Casey said.
Final Take
Nancy Buckley, editorial assistant on Luxury Daily, New York
Dior model applying It-lash mascara 
