VOLKSWAGEN / POLO GTI
23 June 2010
Viral clips and social media application part of a low-budget strategy
- Media Type
- Online
- Out-of-home
- User Generated Content
- Product Category
- Automotive
- Source
- News
- Tags
- Volkswagen
- YouTube
- The Fun Theory
- Social media
Following the Fun Theory work from DDB Stockholm - one of our hot tips to pick up a couple of awards this week at Cannes - where fans were asked to come up ideas encouraging green behaviour through fun experiences, Volkswagen has turned to Facebook to launch its new Polo GTI.
Combining real-world guerrilla spots creating viral buzz, with Facebook's community and apps elements, the new Fast Lane campaign from DDB Stockholm bears the slogan 'Driven By Fun'.
Viral spots include the opening salvo for the campaign, 'Slide', a short clip showing how VW cheered up the daily grind of commuter life by adding a slide to accompany stairs at a train station. The clip has picked up over 700,000 views via YouTube in ten days.
Further clips show daily life speeded up - featuring skateboards attached to shopping trolleys for a whiz around the supermarket and a pimped elevator replete with space age sound effects. The pair has gathered another 350K views.
Back at the Volkswagen International Facebook page, a Fast Wall application available through the campaign page enables users to select preferred friends, with their updates pushed to the top of user's news feed.
www.facebook.com/volkswagen
http://www.youtube.com/user/myvolkswagen
Combining real-world guerrilla spots creating viral buzz, with Facebook's community and apps elements, the new Fast Lane campaign from DDB Stockholm bears the slogan 'Driven By Fun'.
Viral spots include the opening salvo for the campaign, 'Slide', a short clip showing how VW cheered up the daily grind of commuter life by adding a slide to accompany stairs at a train station. The clip has picked up over 700,000 views via YouTube in ten days.
Further clips show daily life speeded up - featuring skateboards attached to shopping trolleys for a whiz around the supermarket and a pimped elevator replete with space age sound effects. The pair has gathered another 350K views.
Back at the Volkswagen International Facebook page, a Fast Wall application available through the campaign page enables users to select preferred friends, with their updates pushed to the top of user's news feed.
www.facebook.com/volkswagen
http://www.youtube.com/user/myvolkswagen
Weekly Newsletter /
Most Contagious /
COMMENTS /