Infiniti introduces ‘Hamilton’ star Daveed Diggs for Instagram live


During the pandemic, Infiniti – Hong Kong based automobile industry aims to leverage the growth of live streaming to draw attention to its new QX80 model and winter sales activity. On the latter front, the brand owned by Nissan must deal with the health crisis constraints and win over customers who ignore the form of in-person shopping that offers the bedrock of car sales.

The automaker hopes to recreate the privacy of a test drive while enabling potential customers to stream from their house’s protection. Diggs, a multi-hyphenate talent best known for his scene-stealing role as Thomas Jefferson in “Hamilton” could strengthen the attractiveness of the event by giving the hit  Broadway show’s latest resurgence in popularity, thanks to the landing on Disney+ streaming video service over the summer.

Infiniti also makes use of Instagram features such as live chat to enable viewers to ask the actor’s questions and remain active with the stream. In a press release, Diggs stated that it is more essential than ever to have ‘close, real-time contact’ and that Instagram Live helps those connections to flourish.

During the pandemic, Instagram Live, which launched four years ago, has enshrined itself as a significant aspect of Facebook’s photo-sharing platform as users look to remain connected. According to internal statistics shared in April, the app saw Livestream consumption shoot up 70 percent in the U.S., just a month after the coronavirus hit the nation in force.

The Infiniti news provides the latest evidence of how car manufacturers are restructuring their social media campaigns to rebuild the online showroom experience and provide buyers with more updates on the latest vehicle models, as well as entertainment.

Auto sales have started to pick up again despite suffering a hit in the early days of the pandemic. Most of the attention, however, has been focused on used cars as commuters look to resist public transport and ride-hailing services, but, according to a study in The New York Times, in a budget-conscious way that implies that in marketing new models, especially in the luxury sector, brands have their task cut out for them.

The rising acceptance of e-commerce as a medium to buy new vehicles might be one bright spot for Infiniti. The company has recently started an online shopping website, Infiniti Now, which allows users to shop for cars, set up reservations for at-home test drives and check for inventory for local retailers.


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