Here at Paul Miller, we like to do things a little differently. We’ve been around for three generations and we’re always trying to think of ways to change the game in car sales. So when the Fourth of July approached, we needed to think outside the box when it came to celebrating such an important holiday.
As you may have seen on social media, we achieved that in a big way. We took 123 red, white, and blue Ford and Mazda vehicles from our inventory, cleared out a parking lot, and assembled a massive car mosaic in the shape of an American flag. The finished design covered 22,000 square feet, so we sent up a drone to capture the full scale of the flag. We also set up time-lapse cameras to capture the process, and the end result is pretty mesmerizing.
So why did we do this? Why didn’t we just buy a big flag, run it up a flag pole, and wish everyone a happy Independence Day? Because when you come up with a cool idea, and you can make it happen, you should absolutely do it. We’re fortunate enough to have the resources necessary to pull something like this off—we have an inventory of hundreds of vehicles in a variety of colors, so we could assemble the correct number of red, white, and blue cars and trucks. We have a 27-acre campus, so we could move vehicles around and clear the parking lot between Paul Miller Auto Outlet and Paul Miller Ford for the day of the shoot. We have a large, dedicated, and talented staff, so we were able to park the vehicles in a pattern with precision and speed. And we have a marketing agency, Zipie, that was able to pull the project together and work with a video and drone team to record it, edit it, and post and promote it.
To say that the video made a splash online is putting it lightly. I’m still amazed by how far it went—it reached over 1.1 million people on Facebook, due in large part to thousands of people watching and sharing it on their own pages. The video was viewed over half a million times. We received coverage on dozens of news and automotive blogs and websites across the country and even saw some international coverage.
Seeing results like that is fantastic, of course, but what I’m most pleased by is knowing that we created something that resonated with our customers. They saw it, they liked it, they shared it with their friends.
I believe this will pay dividends for our dealership in the days, months, and years to come—in fact, we’ve already seen benefits from it—but that’s not why you do something like this. We did it because it was a way to celebrate and honor Independence Day in a way that was authentic to who we are as an autogroup. We’re honored to have done something special for our customers and humbled to have earned more business because of it. That’s the purest kind of success.
So what comes next? We’ll continue to think up new ways to show off who we are and how we’re different. Who knows—maybe you’ll even see a giant car mosaic this Christmas. Stick around and be sure to follow us on Facebook for the very latest of what we’re up to.