Volkswagen are running an innovative social media campaign for the new Tiguan. In search of some viral buzz they’ve created something a little different with “the people’s reviewer” campaign that leverages a range of social mediums like YouTube, Blogs, Flickr, Facebook and Twitter.
The campaign started with thousands of YouTube auditions to find interesting people who’d potentially make a good reviewer. Then, they split them up into heats and taught each contestant how to utilise Twitter, Facebook and Flickr to build buzz around their review of the Tiguan (to win votes) while they were driving it for the week.
The winning reviewer will drive away the Tiguan they reviewed! It’s a great example of an integrated online/offline campaign that utilises social media to create buzz but also useful and valuable information back to the public that can be used to directly influence sales.
The competition is still running and you can check out the website here or the YouTube auditions. Great campaign. Tribal DDB London came up with the goods!
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October 14th, 2009 at 12:59 pm
This was a nice example of a campaign running across multiple social media networks effectively. Which is something very few campaigns have managed.