VW Fun Theory: Cyber Grand Prix Case Study

Mon, Jul 5, 2010
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By now you would have heard that Volkswagen’s “The Fun Theory” won the Cannes Cyber Grand Prix for a digitally led integrated campaign, it won along side Nike’s “Chalk Bot” who took out the award for the other digital solutions / digital channels category in the Cyber section.

The Fun Theory was all about generating interest in Volkswagen’s Blue Motion technologies that deliver the same great car performance with reduced environmental impact, and to do this, they found an insight around how “fun” could change human behavior for the better, and this formed The Fun Theory, a campaign that spawned over 700 user generated Fun Theory initiatives along with a number of big viral hits that generated over 20 million YouTube views, with one rushing past 12 million views alone!

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