Citroën, the French car manufacturer, decided to launch a new campaign to reach out to their fans. It’s called “You Like It, We Make It” and it’s intended to boost up activity on their Facebook page by inviting people to build their own version of Citroën C1 car through an app. According to the company, it is the first campaign of its kind in the UK, as the car will be “created for the Facebook generation, by the Facebook generation.”
The bespoke car is be dubbed C1 Connexion, and the most popular versions of it created by the fans will go into production later this year. The luckiest creators will win the car when it hits the market. In the app, fans can choose between 6 different configurations which are a result of combining various alloys, color schemes, door numbers on the car and interior features such as satellite navigation, and Bluetooth.
Stephen Haines, Facebook UK’s commercial director, comments on the campaign:
“Facebook shouldn’t just be bolted on to an existing campaign, it should be an integral part of the brand’s full marketing and strategic plan. With this app, Citroën is demonstrating that effective campaigns take in social from the very start.”
Take a look at the video Citroën created for the campaign:
Crowdsourcing is a powerful data collecting tool that has become, thanks to social networks, more available to companies today than ever before. Citroën, from that point of view, has not used the full potential of it in this campaign. An app with a limited choice to exterior/interior color picking, selection of the number of doors and a few interior features is just something that can be seen on every car manufacturer’s website.