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."

Losing Its Brand Soul: How Saturn Blew Its Advantage†

Why Automaker Is Moving $190 Million Ad Account to Deutsch

Advertising Age, February 5, 2007 — In November, Ad Age's Bob Garfield hooted down Goodby, Silverstein & Partners' campaign for the Saturn Aura, saying "there hardly seems to be another explanation, other than maybe absolute surrender to the client's worst instincts, to shed light on why an agency of this caliber would have produced a generic TV commercial." He couldn't have been more right.