Car and motorbike manufacturers are among many brands experimenting with handing over marketing-controls to staff and customers.
All part of the new wave of Influencer Marketing, these manufacturers join others in launching successful advocacy programmes among their most primed fans – the people who work for them, and those who choose to buy their brand.
As we all know, choosing a brand for your car or bike can be emotive stuff – deeply tied up in image, and among the bigger financial commitments most of us make.
The brands involved know this too. Of course. And some are choosing to harness that passion.