i used to work on a car account which shall remain nameless, and we tried really hard to create a cult following using "viral" campaigns, stupidly slow "interactive" microsites and all the usual bs tactics used on a tired customer db. but unless the car is sexy enough to be in a james bond movie, cult followings are not for sale.
scion's Scion Speak microsite caught my eye because it doesn't force you to watch a 30 second flash intro of the car and there is nary a hot spot in sight. instead, you can create your own nicely designed decals for your scion (assuming that you own a scion) that you can print and get it tagged on your ride, or download as a JPG or buddy icon.
when you're done, your hot new badge gets added to a giant spiral shaped gallery where you can look and steal others:
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