Sometimes the biggest ideas come from small places. Tesla’s Elon Musk received a letter from an 10 year old girl, Bria Loveday, who had an innovative idea on how Telsa could advertise. She suggested they run a competition for their fans to see who could make the best homemade Tesla commercials.

In her words:

“I have noticed that you do not advertise, but many people make homemade commercials for Tesla and some of them are very good, they look professional and they are entertaining. So, I think that you should run a competition on who can make the best homemade Tesla commercial and the winners will get their commercial aired.”

The Elon Musk’s response was “That sounds like a great idea. We’ll do it!” and they named the competition Project Loveday after the 10 year old girl.

Tesla doesn’t do traditional advertising and with such a strong word of mouth and the hype that the self-driving electric cars have incited in the media and little or no competition in their niche, they haven’t really had to.

It’s interesting, therefore, that they have been inspired by this 10 year old girl who clearly “gets it” to run a campaign that closely resembles that of Influencer marketing.

It is essentially word of mouth on steroids, and by getting everyday relatable people, customers, to create compelling advertising content for their brand, it’s great publicity, smart advertising and a creative way of engaging more potential customers.

With vehicles that are “built around the driver” with personalised technology, it seems apt that such a consumer focused brand would run a campaign that closely resembles that of Influencer marketing.

Trusting that its customers know how to best creatively represent what they love about the Tesla car, the brand received a variety of video advertising assets which have got people talking about them even more.

Tesla picked the top 10 of hundreds of submissions it had received last Wednesday. The three videos with the most liked videos were run on Model 3 webcast event on Friday night.

Tesla’s Project Lovejoy Competition

First place

Second place

Third place


Natalie Popow

Digital Content Editor | Natalie is a tea-loving Brit that moved to Oz in search of adventure and inspiration. She arrived early to the Vamp party and loves coming into work everyday. Content Creation, in her view, opens up game-changing opportunities for diverse creatives from all different backgrounds to shape a media that better represents the world. Her loves include: new book smell, old book smell and spoken word poetry.

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