Bloggers, tweeters, Instagrammers and the rest of their ilk took over the Chicago Auto Show on Friday.
The show hosted a Social Media Day, a chance for credentialed online media to get the lay of the land before McCormick Place opens to the public on Saturday.
Panel discussions were held for automative brands to learn how to effectively communicate with online media, and vice-versa.
An easy way to follow the action Friday was to monitor the hashtag #SMP13 on Twitter, and #CAS13 throughout the show.
The social media team embraced new media as a way to get millenials in the door, and as an effective way to get their message out.
The public has opportunities to win tickets to the show by monitoring the @ChiAutoShow Twitter feed, and a Facebook photo contest that gives Auto Show attendees a chance to win a new camera by submitting photos from McCormick Place during the show.
The show also held a series of live Twitter chats, including one with @nbcchicago, to drum up excitement around the show.