The success of this campaign lead to the most successful year for VW Scirocco sales in China. Apparently over 7% of the online racers signed up for a test drive.
Would you try this online? If yes, would you consider test driving a vehicle based on a campaign like this? Consumers seem to have preferences when it comes to cars which might have an influence on their opinions. At least it's something new to try...
I like this a lot! Might be something http://smgeek.blogspot.com/ might be interested in? Aren't Audi and VW linked?? Looks like fun!
ReplyDeleteoops! Sarah the social media geek
ReplyDeleteI like it XD
ReplyDeletehaha.. I like it! Let's hope Audi Australia have a similar budget to VW in China!
ReplyDeleteThis is great. Would it make me test drive the car, probably not, I do like the sirocco and am probably due for a car upgrade next year, but won't be looking at this car. Even if I had this steering wheel, probably not. But then I love cars and I know what I want, in fact, I didn't even test drive my current car and it is by far the best car I have ever had. But if for someone who is not as much into cars as me, something like this will be very attention grabbing. And it has been as the numbers suggest.
ReplyDeleteRoss
Big budget, and effective. But I often wonder if the success is primarily due to the novelty factor? Would it work a second time? The video makes it look exciting, but I don't really think it would work as smoothly as they seem to indicate.
ReplyDeleteI'll try to remember to bring along my augmented reality steering wheel next Tuesday so you can all give it a try! Remind me if I forget!
Great idea, at first I wondered about how this would work on slower, less powerful computers with lag issues etc, but I would imagine it wouldn't be too much of an issue with their target market. It's interesting to see this VW campaign is so vastly different to the new one y Fiat which I just posted about on my blog.
ReplyDeleteAwesome idea - yes it does have huge novelty factor but like we discussed in class last week doesnt that help in the SM realm? I dont think it would work again - they would have to think of another way to take this further to get people involved again
ReplyDelete....maybe im a sucker but things with the most novelty factor get my attention.... and I would think that would be the case with most people.
The only question I would have about this type of campaign would be the ramifications for the brand in terms of promoting 'safe' driving... whilst yes it is a game it relates to a real product, could it enable a hoon mentality. It might seem bizarre, but think back to the BMW ad that was banned in Australia as it was seen to encourage people to hoons in their cars even though it was an ad that showed a car driving in paint on canvas.... http://www.youtube.com/watch?v=QNeWDw4XtiU
lol it s very interesting. beside engaging with their customer, Volkswagen also gave their customers a chance to experience with these things. nice post, Roni :)
ReplyDelete