NORCROSS, Ga. — F&I product provider EasyCare is one of three finalists vying for Digital PR News’ “Online Community” award, a competition that recognizes outstanding digital communications and campaigns. The award will be handed out at weekly publication’s Digital PR Award luncheon on Nov. 9 in New York City.

The F&I product provider’s Love the Car Business social media initiative is competing against the ALS Association’s ALS Ice Bucket Challenge and the United Nations Foundation’s +SocialGood campaign. The competition, which awards organization in 34 categories, is being judged by corporate, agency and academic executives, as well as PR News staffers.

“The automotive finance and insurance business isn’t one you’d readily associate with authentic consumer engagement. However, the use of behavioral science, business design and a relevant communication plan that place consumers at the center of everything is inevitable for all brands that wish to succeed,” said Allan Wright, vice president of innovation and experience at EasyCare. “Only companies who embrace the consumer-driven process and build their own culture around a core belief in community will be a positive influence on the societal shift.”

Starting in 2013 with an original goal of 100 Facebook likes, EasyCare’s social experiment turned into a full-blown social media movement that grew from 20,000 fans in February 2014 to more than 80,000 engaged fans influencing more than one million people this year.

With the social conversation incorporating user-generated content, the Love of the Car Business fan base continues to engage by submitting hundreds of car and community photos each month in relation to the firm’s hastag campaigns: #KidsNCars, #WhatsYourCarsName, #LoveCarTrivia and more. The success of the initiative also led to the creation of a dedicated website, providing a digital stage for the campaigns fans to share their personal #lovethecarbusiness stories with fellow industry advocates.

To view the #lovethecarbusiness website, click here.