Autotrader.co.uk to get UGC aspect from Pop London

by Sarah Woods, Brand Republic 17-Nov-06, 08:00

LONDON - Autotrader.co.uk has appointed digital agency Pop London to develop a user-generated content application.

The drivethedebate.co.uk microsite encourages Autotrader's visitors to actively take part in the Auto Trader editorial. In the first phase of the revamp, UGC elements include allowing enthusiasts to rate features of their cars as "flash" or "trash" at drivethedebate.co.uk.

Pop London is continuing to work with Auto Trader to launch phase two in February, which includes full driver reviews being introduced on the site.

In addition, the agency's design team has created a new look and feel for the site. The revamp aims to increase visitor traffic and maintain user interest for longer.

Jonathan Williams, head of marketing at Trader Media Group, said: "Drive the Debate has been a huge success since it was launched at the British International Motor Show earlier in the year. In just a few months, we have collected the UK's largest database of user-generated car reviews through the microsite, which gives car enthusiasts the opportunity to create user reviews of their vehicles to create specific user generated content for site.

"We are looking to build on this success, with new enhancements in the new year that will drive more visitors to www.drivethedebate.co.uk and keep them there for longer".

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