Saab goes user-generated with new display advertising initiative
Published March 15, 2011
Swedish automaker Saab is getting its Facebook fans involved with a new digital marketing initiative that has fans creating display ads for future use on broader web publications.
The new Facebook program enables users to choose a car and color and encourages them to include a brief story or comment on their car. These elements are then combined to create a professional-looking display advertisement. After the spot is created, they can share it with their Facebook networks.
Saab will then pick the best user-generated display ads and incorporate them into the company's digital marketing initiatives. The banners could be featured on the websites of top publications such as AOL, MSN, The New York Times or Wired.
"As we were working to re-launch the brand, we knew it would be important to find ways to leverage Saab's loyal fan base," said Jennifer Swantek, who led the advertising effort for Saab. "People want to share their passion for the Saab brand. They just needed an outlet. Now, through Facebook, we can give our enthusiasts that voice."
The New York Times is a popular website for many display advertising campaigns. Starbucks recently launched a promotional giveaway on the paper's homepage to celebrate its 40th anniversary.