It’s always great fun for me to read accounts of fans heading to the "mother ship". These two Volkswagen fans have documented their trip to the stunning new VW factory in Dresden, Germany. Check out the link – the photos are stunning.
But the community aspect here is impressive too. The only costs that were generated for this stunning coverage (I saw the link on digg.com, and apparently it’s been making the rounds within the car communities) were the time of the person conducting the tour.
No big expensive marketing campaign. No brand managers. No outside agencies. Just two die hard fans who wanted to show off how cool the VW factory is, and how nice the VW employees are.
Remember, we’re loyal to people, not companies. Create an environment where it’s easy to be loyal to your people (through positive association with the factory workers, for example), and you create loyalty to the company those employees work for.