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CAS Partners with WOMMA for 6th Consecutive Year on Driving Engagement Award

The Chicago Auto Show and Word of Mouth Marketing Association (WOMMA) will team up again on the 2018 Driving Engagement Award which recognizes an automotive manufacturer for an outstanding word-of-mouth campaign utilizing social media. The campaign submission form is now live and manufacturers are encouraged to submit a social media campaign for consideration before Jan. 17, 2018.

"Our goal with the Driving Engagement Award is to recognize the power of social media marketing to 'drive engagement' with auto consumers and to highlight examples of how top auto brands are engaging consumers effectively and impactfully," said WOMMA's Director of Development Leah Marshall.

A panel of WOMMA judges will review all entries and select three finalists to attend a special award ceremony during the Chicago Auto Show's Media Preview on Friday, Feb. 9, where one of those brands will be recognized with the 2018 Driving Engagement Award. Additionally, throughout the public show - held from Feb. 10-19 - the winning campaign will be prominently featured on the Chicago Auto Show's social media wall alongside other trending content.
"For the sixth consecutive year, we're pleased to partner with the country's leading word-of-mouth marketing association on the Driving Engagement Award," said Chicago Auto Show Chairman John Hennessy. "The show's strategic partnership with WOMMA enables us to promote our exhibitors in a way that extends beyond the traditional automotive press and we hope to continue the partnership for many years to come."

The 2017 Driving Engagement Award was presented to Mitsubishi for its social media campaign titled Kids Talk Safety. The goal of the campaign was to showcase the automaker as a leader in safety and technology and, to achieve that objective, Mitsubishi enlisted help from people guaranteed to tell it like it is: kids.

"We wanted to create a social media campaign that touted our safety technology leadership position in an engaging way that broke through the clutter for the 2017 Mitsubishi Outlander," said Francine Harsini, senior director, marketing at Mitsubishi Motors North America, Inc. "With the help of kids' imaginations and illustrations, our Kids Talk Safety campaign put an original and memorable spin on the most important aspect of automotive technology today - car safety."

Other past Driving Engagement Award recipients include Honda (Monsters Calling Home and April Fools' Fit Kit), Hyundai (Walking Dead Chop Shop) and Toyota (Family Trails).

Manufacturers, along with public relations and marketing agencies, may submit a social media campaign for consideration via the following link: The three finalists will be notified shortly after the submission deadline, and the winning automaker will be invited to prepare a brief presentation regarding the campaign strategy and measurable success during the 2018 Driving Engagement Award ceremony.

For more information, visit For more details on the 2018 Chicago Auto Show, please visit   

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