Interface creates buzz for soon-to-be-launched Mahindra Xylo

While Mahindra & Mahindra's Xylo is slated to launch tomorrow, one can get a 'sneak peek' of the car on its pre-launch website www.mahindraxylo.co.in. The website has been created by Interface Communications.

The website lets the visitors book a test drive, participate in a contest, see the buzz around the car in the market and in the media, check out the robotised assembly of parts for manufacturing Xylo and register to get regular updates on the car.

The Interface team has also installed a unique tracker which can track the origin of the visitor. It deciphers information like if the visitor has googled Xylo for information or if he comes from a blog or banner ad.

The main objective of the website is to build pre-launch curiosity about the brand and generate some buzz. "Using a unique interactive element on the home page, we have shown a Sedan shape and shown how the Xylo is likely to be bigger and better. We also aim to build a base of interested people who seek information and test drives for the Xylo," said Ritu Madbhavi, VP-IT, Interface Communications.

Elaborating on what went behind the creation of the website, Madbhavi said, "We had existing research data on customer behaviour vis-a-vis our existing websites. We also looked at syndicated data on customer searches when it comes to car purchases."

Since this is the pre-launch website, it remains to be seen how different will be the version post the launch of the car. Madbhavi says that there will be some common threads but the overall look will be very different. "The pre-launch site is low on information by design. At the same time, it is designed to provide vignettes of information at a single click," she says.

The website claims to have had over 1.7 lakh visitors. In terms of the objectives that the website has managed to fulfil, Madbhavi said, "It has generated a huge number of test drive requests which is amazing given the current sentiment towards car purchases. The price question contest has evoked a huge response with thousands of people predicting the price for the Xylo."

The pre-launch campaign for the car also went on air on Friday, last week.