Automaker Škoda España "pimps" the lamest lemon

Škoda’s request for clunkers received 530 image uploads on its microsite
Škoda’s request for clunkers received 530 image uploads on its microsite

The Offer: Škoda España was on a hunt for the biggest pile of junk in Spain this spring as part of its “Change My Car” campaign. Powered by agency CP Proximity, the auto brand orchestrated a nationwide casting call to locate the winner—or, more accurately, loser. Entrants could upload photos and video to a special campaign microsite ( where visitors voted on which car was the lousiest. The top 10 clunkers—those with the most “dislikes”—were judged by a panel that selected the worst of the worst, whose owner then appeared in a TV commercial with rapper Xzibit, host of MTV's Pimp My Ride, and was later presented with a Yeti Fresh, Škoda's new compact SUV. But the prize came with a catch: Before receiving his Yeti Fresh, the winner had to watch his jalopy, a 1980 Talbot, scrapped before a live television audience.

The Data: More than 530 users uploaded images of their unattractive rides. The photos garnered, in total, nearly 42,000 “dislikes.”

The Channel: The integrated campaign used TV, online, and social elements, including videos on YouTube, as well as Facebook and Twitter sharing options.

The Creative: Each image was accompanied by snarky commentary, ostensibly from the brand. For example, in reaction to a woman's 1987 Opel Corsa: “How can you continue to drive this thing, baby?”

The Verdict:

Cathy Salazar is senior partner and search practice lead at MEC Interaction, where she is responsible for oversight of AT&T's search marketing business. Salazar has more than 12 years of experience in the digital field, including display ad work for and JPMorgan Chase. Read our Q&A with Cathy for more.

 Not sure if the live car demolition was supposed to make it more dramatic, but I can  certainly see it appealing to 18- to 34-year-old men. Kind of lukewarm about this one, but Škoda definitely won points when it flattened the car with a Caterpillar.

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