Subaru has reported a "500% increase in planned social and viral engagement" last week. How did they achieve this? By combining social networking, quality vehicles like the Subaru Impreza, and some Super Bowl advertisements.

Subaru and Animal Planet's "Puppy Bowl VII" joined forces, asking owners across the country to walk their dogs on game day. Supporters pledged on Subaru.com and the auto maker's Facebook page.

More than 116,000 people signed up to walk their pups - a "social engagement" record for the company. English mastiffs, huskies, beagles and more from Charlotte, N.C. to San Bernadino, Calif. to South Padre Island, Texas enjoyed walks. More than 250 people posted about their walk on the Subaru's Facebook.

Subaru dealerships like Heuberger Motors in Colorado Springs even had employees post photos of their pets in stores.

"It's great that Subaru invited us to walk our dogs on game day," said one proud owner of a Subaru Outback and her dog, Eli. "I like being part of a community of dog and Subaru owners across the country."

Other car companies spent millions of dollars for 30 second ads; Subaru leveraged its social community and unique brand positioning. Innovative marketing such as this helped the company achieve high sales numbers, with the Subaru brand setting yet another sales record in 2010. They were the only car maker with sales increases for the last three years in a row.

"Subaru owners tend to be active and enjoy the outdoors," said Brian Johnson, advertising manager for Subaru. "The Dog Walk event was an ideal opportunity to connect the community with our new 'Dog Tested. Dog Approved.' campaign."

[SOURCE] http://multivu.prnewswire.com/mnr/subaru/47368/