Consumer generated content is a painfully well documented trend that appears to increasingly regularity in all forms of advertising these days. A new microsite for the Volvo C30 is one of the first sites that appears to embrace this trend that can be good or bad for your brand.
The microsite for the C30 let’s you express your love or hate for the new C30. Before we go and get too excited about that statement your love or hate is limited to rating 16 short films which are the centerpiece for the site. Most of the films are positive but a few are negative and you can agree or disagree with the position of each film. Once you scratch the surface you see that while Volvo is taking a risk with this direction it is a small one and I would say it is more for the PR it will attract. Since the opinions are limited to voting with numbers it doesn’t really deliver a platform to let consumers really express themselves in any meaningful way.