Pontiac has teamed up with Digitas interactive marketing agency and Yahoo! to create "Pontiac Underground."

The new social networking site will allow Pontiac enthusiasts to connect over the net employing Yahoo social media content such as Flickr photos, Yahoo Answers, Yahoo Video and Yahoo Groups.

The new site is part of Pontiac's "social commerce" marketing initiative that includes additional campaigns in MySpace and Second Life.

"The natural thing for Digitas and Pontiac to do was to aggregate and curate enthusiasts' own content about the brand and the cars… In this way the Pontiac Underground reflects Digitas' 'active branding' approach to marketing, earning the attention of customers through valuable, collaborative and ongoing engagement" commented Digitas Global Executive Creative Director Mark Beeching.

Along with Yahoo social media content Pontiac Underground will feature an official blog named, "Inside Track," meant to provide users with exclusive news and images directly from Pontiac.

"Autos enthusiasts can be powerful brand advocates, and tend to be particularly influential when people in their social networks are looking for vehicle recommendations," says Jodi Harris, managing editor of iMedia Connection's Driving Interactive. "Providing these passionate consumers with a centralized gathering place is a positive step for Pontiac, and should help the company initiate and be a part of an ongoing dialogue."