Kenilworth, New Jersey-based Auto Action Group has discovered a new and humorous way to connect with customers. The shop has launched a web series, called Shop Wars, that showcases its in-house services by pitting staff technicians against one another in installation challenges. The first episode focused on the shop’s quality sunroof installs and a boisterous host, who doubles as the competition’s bad-wig-wearing referee.
The shop attributes a spike in sunroof sales to the first Shop Wars episode, which is posted on its website homepage and YouTube.
“The end game was to inform our audience that aftermarket sunroofs are available and more affordable than they might think,” said Jason Ellington, Auto Action Group marketing director.
The web series was planned to provide timeless marketing content for the shop, while serving as a team building tool for Auto Action Group’s staff, Ellington added.
Future Shop Wars episodes will spotlight additional shop services, like tint and PPF, according to Jared Cohen, Auto Action Group principal.
“Our hope is to run these videos every quarter,” said Cohen, who frequently contributes articles to THE SHOP magazine. “We will try to target products that are relevant to the seasons we are in or approaching throughout the year.”