Volkswagen UK has launched a new marketing campaign for its Up supermini which features fans from Facebook as part of its digital advertising.

Users that write something complimentary about the Up on the Volkswagen UK Facebook page will get a personalised compliment back on one of 18 nationwide digital outdoor poster sites.

The user has to agree for their photo and information to be used in the campaign.

Kirsten Stagg, national communications manager for VW, told Marketing Week that a hard sell message would not interest consumers on social media channels.

She said: “We wanted to do something fun that raised awareness and talked about the benefits of the model.”