Advertising Round-Up: Smart Car, Mofilm/BFI, iCrossing, Acceleration

Marketers are still playing with social media to try and convey their brand values…

Smart car: Mercedes’ efficient little motor is trying to replicate the sense of online community exhibited by Toyota Prius owners, launching DestinationSmart, a community encouraging Smart drivers to share pics, videos, forum messages etc. Built by Martech Social and Digital Annexe. Release.

Mofilm: The UGC mobile and web video company is buying in as a main sponsor of October’s The Times BFI 53rd London Film Festival. It’s thrown open a competition inviting users to shoot commercials for brands like Nokia (NYSE: NOK) and McDonalds, offering winners prizes worth $200,000 and attendance at the festival.

iCrossing: The digital marketing agency is being tapped by insurer Zurich for a social media campaign – starting with research on brand perceptions and online insurance buying habits, leading to a campaign encompassing “onsite editorial, advertorials, widgets and video content”.

Acceleration: The digital marketing consulting firm is opening three new offices – Madrid, led by TradeDoubler’s Madrid chief Scott McCarthy; Paris, led by Mouna Roger of Ad:Tech’s French outpost; and Buenos Aires, with UAE due soon. It’s also appointing five new SVPs and EVPs across the UK and US. Release.