From OMMA:
Road trip! Are there any more tantalizing words in the English language to cubicle monkeys watching summer unfold outside their office windows? How about if the trip is on some famous stretch of American highway and someone hands you $1,500 to pay for gas, food, motels, beer and the like. Your job: to make a video introduction of you and your fellow travelers, then to tweet, blog, video and Facebook every step in your journey.
That's the pitch that Sears Auto Center gave the drivers across the U.S. in a marketing campaign that mimics a TV reality show. Only much more cheaply. The marketing part is that the participating cars have to sport Sears Auto signs and the company will use the video introductions and in-journey social media as branded content.
Read it all.