Enthusiast's Firebird posted
via Flickr in Pontiac Underground

Pontiac has teamed up with Digitas and Yahoo to create Pontiac Underground, a social-networking site for car lovers, writes iMedia Connection.

The new site, with the tagline "Where Passion for Pontiac Is Driven By You," is also a promotion of Yahoo's social-media capabilities, writes MediaPost. Pontiac enthusiasts will be able to connect with each other via Yahoo social media content such as Flickr photos, Yahoo Answers, Yahoo Video and Yahoo Groups.

The site will also feature an official blog titled "Inside Track " and is part of Pontiac's "social commerce" marketing initiative, which includes campaigns in MySpace and Second Life.

"Autos enthusiasts can be powerful brand advocates, and tend to be particularly influential when people in their social networks are looking for vehicle recommendations," Jodi Harris, managing editor of iMedia Connection's Driving Interactive, is quoted as saying.