Carpool Karaoke Tribute – How a Crazy Idea Brought 50,000 Views in 24 Hours & Changed Our Marketing Forever.

The Challenge: How Do You Attract a Younger Audience to Car Dealerships?

Back in 2016, I joined Hodgson Newcastle Ltd, a powerhouse in the North East automotive industry with two of the top-performing Toyota & Mazda dealerships in the UK. The problem? Our customer base was aging, and younger buyers weren’t engaging with us on social media. The automotive industry was (and still is) plagued with the stereotype of pushy salesmen and uninspiring dealership content.

I had a different vision. What if we could break the mold? What if we could inject fun, creativity, and cultural relevance into our marketing—without spending a single penny?

I pitched my idea to the Owner, Dealer Principal, and senior leadership team. “Let me try something completely different. No budget needed. If it flops, we move on.” They agreed.

That’s when Carpool Karaoke Tribute was born.

Watch all the Videos here on my YouTube Channel

The Big Idea: Carpool Karaoke Tribute

At the time, James Corden’s Carpool Karaoke was exploding, featuring global superstars singing their hearts out in a car. The concept was simple, viral, and instantly recognizable.

?? Ping! I had an idea. What if we recreated Carpool Karaoke—but with tribute acts?

I tapped into my hospitality and entertainment network and found an agency with some seriously talented tribute artists—Bruno Mars, Jessie J, and Re-Take That. These weren’t just any lookalikes; they could sing, perform, and entertain.

The strategy was deceptively simple but highly effective:

• Trendjacking: Carpool Karaoke was already viral—we just tapped into existing momentum.
• Collaboration: We partnered a start up media business, an Entertainment agancy and the with their best tribute artists, giving them exposure while we got high-energy, engaging content.
• Entertainment First, Sales Later: We focused on building brand engagement rather than hard selling.
• Organic Reach: The videos were so fun that people shared them naturally, expanding our reach without paid ads.

The Execution: A No-Budget Social Media Masterclass

The rollout was structured and designed for maximum impact:

? Teaser Video (Tuesday): Short, punchy clip to build curiosity.

? Full Video (Thursday): Dropped when engagement peaked.

? Engagement & Shares: Encouraged discussion, comments, and tagging friends.

? Retargeting Strategy: Once we built a younger audience for Toyota, we hit them with Toyota Aygo digital ads, reinforcing our brand with a car designed for first-time buyers.

? Retargeting Strategy: Once we built a younger audience for Mazda, we hit them with Mazda MX5 digital ads, reinforcing our brand with a car designed for first-time buyers.

?? The Results?

• 50,000 organic Facebook views in 24 hours for the first Bruno Mars video.
• Over 1 Million organic views in total from the Teaser/Full Videos on Facebook & YouTube.
• Hundreds of shares, thousands of likes & comments.
• Younger audience engagement skyrocketed.
• Brand perception shifted: Hodgson wasn’t just another dealership—it was fun, creative, and memorable.

The Long-Term Impact

For two years after, customers and colleagues were still talking about these videos. They proved that marketing doesn’t have to be dry or predictable to work. Sometimes, the best ideas are the ones that feel like a risk, but have deep strategic thinking underneath.

This campaign also opened the door for more creativity within the dealership. It showed the power of storytelling, cultural relevance, and entertainment-driven marketing—something that still holds true today.

Why This Still Matters Today

Fast forward to 2025, and the same principles still apply:

? Know your audience: If they’re not engaging, find out why and change your approach.

? Jump on trends—but make them your own: We didn’t just copy Carpool Karaoke; we reinvented it. A Tribute by Tributes!

? Be bold: If I’d played it safe, we would’ve stayed invisible to younger buyers.

? Measure success beyond sales: Sometimes, brand awareness is the first step to revenue.

? Memorable sayings from the past: An old boss used to say "It's NOT the sausage, it's the SIZZLE.'

Would this campaign still work today? I believe YES—100%. Social media thrives on unexpected, fun, and engaging content. Brands that think differently win attention and create real connections.

Final Thought: Think Different. Always.

I’ve always believed in breaking the mold, creating conversations, and making marketing that sticks. This campaign was just one example of how thinking differently drives real business impact.

What’s the boldest marketing idea you’ve ever seen? Drop it in the comments—I’d love to hear your thoughts! ??

#MarketingThatMoves #CarpoolKaraokeTribute #ThinkDifferent #CreativeMarketing #AutomotiveMarketing #ThrowbackMarketing

ISG Donna Ramsdale Paul Waite Pippa Turnbull Paul Wolstenholme Toyota (GB) plc