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A big push from DSES was to check out what other industries are doing. It isn't that far of a leap at all over to powersports. Have you checked out what the motorcycle dealers are doing with FB? I know it is a niche market, but some of it would translate well if repackaged for automotive, especially within the enthusiast category as they have the same "identity" needs.

I "got sold" a pair of riding glasses through FB from a dealer that doesn't even carry my make. I became a fan to research their FB strategy after going on a group ride with a buddy that they sponsored. Hey, it was a good deal and "only available to Facebook Fans." I knew exactly what they were doing and still got suckered in to lusting over that new Rocket III. Funny, there just happened to be a special on most of the bikes on the floor that day.

I was too far away when they gave away the battery tender to the first FB fan to come by the parts counter and ask for it, but I've kept them in my newsfeed and have my eye out for the heated gloves...