Then - Volvo runs print ad hoping to convince customers that its vehicles are safe:
Now - Volvo customer posts pictures on her blog of damage to her car after it flips during wreck. More importantly, she posts a picture of her daughter walking away from the wreck with a few stitches and bandages.
This is what 'new' marketing is all about. It's about company and customer now both having the ability to produce content that can be seen by millions. And as in this example, it's usually about the customer doing a better job than the company can.
I'd invite everyone to go read Ann's story, and also invite Volvo to reach out to Ann and thank her for doing an amazing job of giving all her readers a reason to seriously consider buying a Volvo.
PS: Thanks to Jenna for letting me know I botched the Volvo URL, it's fixed now.
Tags:The Viral Garden, Marketing, Volvo