Volkswagen UK is encouraging people to 'big the up' - in other words, pay a compliment to its new compact car, the up! - in a campaign by DDB UK. And they get something in return - their face on a poster, with a compliment right back.
Anyone who writes something flattering about the up! via the Volkswagen UK Facebook page will, in return, get a personalized compliment back on one of 18 nationwide digital outdoor poster sites. Their photo will appear, along with a unique message. (For example, one person wrote 'The VW up! won the 'What Car? Car of the year 2012' award. (They're a little like the Oscars but with more mechanics and less frocks.)' VW responded with 'Louise is probably the nicest person on a huge billboard'.) The campaign will run until 16th March; Box Light Media is responsible for the Facebook app with media handled by MediaCom, JCDecaux and Ocean Outdoor.