SACO, Maine — Patriot Subaru of Saco found that the greatest testament to the quality of its brand and its service department is its own 2006 Subaru B9 Tribeca, the courtesy car that shuttles customers when they need transportation.
Service Manager Glen Reed snapped a photo of the Tribeca's odometer after it reached 300,000 miles and sent it to Tom Talbott in marketing.
Talbott created a Facebook contest encouraging customers to post a picture of their car's odometer if it had more than 200,000 miles. Seven people posted photos, but only six had the 200,000 minimum.
If their entry was randomly chosen, they'd receive a Subaru roadside emergency kit valued at $45 and a Patriot Subaru hat.
"Anyone passing by the post would understand that it says something about our service department and the Subaru product, especially with the picture because it shows a car with 300,000 miles on it can still look good," Talbott today Edmunds.
While he can't point to any direct car sales as a result of the contest, he knows he engaged Facebook readers with 35 likes.
"When someone does like our post, I feel we have actively engaged, even if it's for five seconds, they had Patriot Subaru in their head and that's what I am striving for," Talbott said.
Edmunds says: A contest can be a picture-perfect approach to communicating the longevity of a brand.