This week at the 2013 North American International Auto Show in Detroit, Bentley added a detail to their models that I would not expect from a luxury brand: Each of the three display models featured custom license plates with the name hashtagged. This execution surprised me coming from a luxury car maker so well-known for their beautiful and clean aesthetic.
Though an approach like this successfully helps at getting the word out and creating a conversation thread online, it does run the risk of promo ruining prestige. I did a little research and there were mentions online using the recommended hashtags, including some Instagram photo uploads. The monitored image above is interesting because the user chose to blur out the rest of the vehicle and focus more visually on the license plate. The Bentley logo on the front of the vehicle is even blurred out.
What are your thoughts on luxury brands using social media promo on their actual product? Could hashtags be the future of personal vanity icense plates?