Volkswagen Makes Marketing Fun

Volkswagen takes full advantage of the power of today’s Viral Videos. Volkswagen’s new campaign “The Fun Theory,” is a subtle approach to marketing. In order to spread their name, Volkswagen has been uploading clever videos to The Fun Theory site. The only time their brand is mentioned is when their logo is briefly displayed at the end of their videos. Each video emphasizes the importance of going green and how making something fun can change behavior. An example of one of Volkswagen’s Fun Theory videos is show below.

Volkswagen also proposes new video ideas on their site. People are able to submit ideas in order to solve proposed issues such as “Can fun make people exercise more?” and “Can fun make people pick up their dog’s doings?”

Not only do these videos promote a healthy environment, they portray Volkswagen in a positive light. In an age where “Going Green” is popular, Volkswagen has got it down. The only issue I see is this: Volkswagen only produces one Hybrid vehicle in America. Perhaps this is a way to portray Volkswagen in an environmentally friendly light? Regardless, the videos have each gotten millions of hits.

Although they are using viral marketing through videos to spread their brand name, they’ve recently taken a new approach to spread the word of the 2010 Volkswagen GTI. Volkswagen has taken a new approach in the auto industry when they developed their iPhone Application (or App), “Real Racing GTI,” specifically to promote the launch of one of their most popular vehicles. The application is free for iPhone and iTouch users.

The application is a racing game designed to take advantage of the GTI’s primary fan-base, racers and car enthusiasts. Similar to Scion lovers, which I wrote about in a previous post, a majority of GTI consumers customize their vehicles with a number of unique aesthetic and functional improvements. More buzz on the 2010 GTI is generated with a feature that allows users to upload their best race times to YouTube. YouTubers are able to compete with each other’s times, as well as comment on the game as well as the car. On top of this, Volkswagen posts the best times on their site, and rewards winners with the opportunity to win a 2010 GTI. You can get the general idea of the App by viewing any part of the video below.

Volkswagen capitalizes on their target demographic in two ways. One, the iPhone is used largely by younger consumers, which is who the GTI is targeted to. Two, the game allows players to win up to 6 different variations of the GTI, each with their own customizations. This should largely appeal to their desired audience.

Not only is Volkswagen able to target their audience easier, they’re saving a fortune with their new campaign.  On top of that, the overall user experience blows televised advertising out of the water. In their 2006 Volkswagen GTI campaign, VW spent $60 million on TV commercials. This campaign is estimated to cost $500,000. They are taking a risk by depending on viral marketing. However, their incorporation with Twitter should make that easier. Users are able to send each other messages with the social media tool. How effective does Volkswagen expect their campaign to be? I think they have full trust in it, as they have enjoyed success in similar campaigns in Europe for the VW Polo and the VW Scirocco R.

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