Saturn Brand Expands Orbit With Its Own Social Network†

Online Community Pulls in 1,200 Members in Its First Three Weeks

Advertising Age, April 28, 2008 — The General Motors Corp.'s Saturn brand has always been built on the concept of community. Now it's creating one on the web.

The auto brand has begun a social-networking site, ImSaturn, which has pulled in 1,200 members in its first three weeks. Saturn originally expected to attract 1,000 people in six months. "Our estimate," said a spokesman, "was a little off."