Car companies have had mixed results with using user-generated content (UGC) campaigns to promote new vehicles. Ford’s Fiesta Movement generated tons of positive buzz by seeding 100 social media “stars” with cameras and free compact cars. But who can forget the disaster that was Chevy’s “Make your own Tahoe commercial“?
When smart, the ultra-compact brand of Diamler AG, wanted to boost the presence of its smart fourtwo vehicle in the US, the company turned to UGC. And in the safe confines of online artist community deviantART, the campaign was able to flourish.