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By The Drum Team | Editorial

April 3, 2012 | 2 min read

Citroën and Facebook have collaborated on an app to let the public choose the design of the new Citroën C1 Connexion.

The public can choose what the special edition model will look like and what features it will have, with the most popular configuration of the New C1 Connexion will be put into production and will go on sale later in the year, with those who take part put into a competition to win one of the first production versions.

Melina Kacherou-Carage, head of digital marketing at Citroën UK, said: “This is a really exciting project for Citroën, collaborating with Facebook to use the platform in this way. With a touch of ‘Créative Technologie’, we are taking the choices of many to create a car for everyone. This is crowdsourcing in action. The New C1 Connexion will be a car created for the Facebook generation, by the Facebook generation.”

Featuring the tagline ‘You like it. We make it.’, the configuration process is open until 30 April with areas to choose including number of doors and the exterior and interior colours.

Stephen Haines, UK commercial director at Facebook, added: “We are pleased to be collaborating with Citroën on this project. With the C1 Connexion, Citroën is integrating the interactions and the stories people have with the brand into the products they create. They’ve built the experience around people, so their fans can have a personal experience through the app and share that with their friends. 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."

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