Campaign Information Brief
Volkswagen wanted people to experience the ’simply effortless’ Tiguan for themselves.
Solution
We decided to use social media to turn ordinary individuals into influential brand advocates, by creating a competition in which we searched for a new kind of car critic - The People’s Reviewer.
Over 1000 people applied via YouTube auditions and email entries. We selected nine contestants and each was given the Tiguan for a week to try out its features and record a short video review. These were posted on the People’s Reviewer site where the public voted for their favourite. To help the contestants win votes we taught them how to tell their story and generate support using social media tools: Twitter, Facebook, YouTube and Flickr. They were a quick study! In undertaking the campaign, Volkswagen has broken new ground for the way UK car brands can and will connect with the public.
Results
251,411 site visits
6,834 participants (votes, sign-ups, entrants)
1,019 entrants
Over 1,000 followers on twitter
Over 50,000 video views
2.2 million reach through social media [excluding paid advertising figures]
