Prius Projects (via agency Saatchi & Saatchi LA) has done an exceptional job of creating an online community around a brand, a hub of activity where Prius owners can participate in entertaining initiatives, competitions and actions of goodwill.
This week the buzz and activity surrounds an unprecedented, two-day record-setting event that streams live at http://www.toyotapriusprojects.com/records/  today and tomorrow, March 30 & 31. The goal is to set 200 records in that time, with fun and whimsy trumping tests of physical strength. Most imaginary dinosaurs drawn and named in a Prius, most gummy bears stuck to the windows of a Prius in two minutes, and most paper footballs flicked into a Prius cup holder from the back seat as just some of the proposed challenges.
The event partner, Universal Records Database (URDB.org) will officiate the record-breaking challenges. People with a passion for record breaking can tweet challenges to @toyota #priusrecords. Videos of the completed challenges will then be posted to URDB.org/PriusRecords  where people can attempt to smash the established records with by uploading their own videos.
Go for it!