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Posts Tagged ‘Volkswagen’

Will The New VW Spot Top ‘The Force’?

Here it is folks. And we’ll ask the question everyone else is (including some of the characters in the ad): Is this one better than “The Force”?

More importantly, will it generate the kind of publicity and have the staying power of last year’s spot? Vote in the PRNewser Poll after the jump by EOD Friday.

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Car Companies Using New Sights, Sounds for Promos

Auto makers have just wrapped up showcasing their new models at the North American International auto show in Detroit and many will soon be advertising during the Super Bowl on February 5. However, it is far from business as usual, since car buyers have been impacted by the economy and distracted by so many media options.

As a result, auto companies have had to adapt and be more unique when advertising and promoting their vehicles. Brands across the spectrum — from economy to luxury, domestic and foreign — have tried alternative timelines and communications tools to generate increased consumer interest. They’ve been hosting contests, posting teaser ads online, using new advertising venues and creating audio files. Below are selected examples.

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The VW Super Bowl Ad is Coming!

You know your campaign is a success when it tops lists, is talked about for a year, and warrants its own sequel.

Here’s Volkswagen’s teaser for its next Super Bowl ad, which plays off of the Star Wars theme of the wildly successful young Vader ad from last year. There’s also a social media component: an invite going out on the 27th for those who follow the company on social media.

Chewbacca dog!

[via Business Insider]

Edelman Named VW’s Social Media AOR

A little more Edelman news for the week — the firm announced that they’ve been selected social media AOR for Volkswagen. The decision comes after a competitive review process and Edelman’s appointment as AOR for the car company back in January.

Work began on April 1, and consists ofengagement with audiences, community management, and content creation across Facebook, Twitter, VW’s blogs, and other channels. The firm will also be helping with a number of projects, including the launch of the 2012 Beetle and Passat models.

Cervone Heads to Volkswagen

Tony Cervone has been appointed EVP of group communications at Volkswagen, marking his return to the auto industry as VW’s top PR exec in the U.S. He’ll report to Jonathan Browning, president and CEO of Volkswagen Group of America.

Cervone worked at GM for a decade, serving as VP of global communications strategy and operations for a short time. He also spent 14 years at Chrysler, where he was VP of communications.

Most recently he was SVP and chief communications officer at United Airlines. He joined that company in 2009.

[via InsideLine.com]

Volkswagen First To Launch New Model Solely Via iPhone Application (And Some PR)

Real_Racing_GTI.jpg

If you’re looking for marketing around Volkswagen’s new GTI car, you’ll only be able to find it on the iPhone. And of course, the slew of media coverage the brand has received for launching its latest model only on the iPhone.

Brian Williams, Group Vice President in the Consumer Marketing Practice at MWW Group leads the Volkswagen account. He told PRNewser that with the target audience for this campaign – 21 to 39 year olds – research showed the demographic is very close to their mobile devices. “They are rarely more than five feet away from their phone,” he said.

The concept of launching only via iPhone was put together by VW and their mobile agency, AKQA. They asked MWW, “would this stand as a successful launch and do we have a news story here,” to which the agency said yes. “No auto company has ever relied solely on a mobile app to launch,” Williams said.

As part of the campaign, consumers who play the racing game via the application will be entered to win one of six custom GTI’s. Each week VW will announce one award winner, which “helps keep PR alive,” said Williams. The six week campaign began with a launch event last week attended by 115 journalists, bloggers and online influencers. Since then, the application has been downloaded more than 700k times and is the number one free application on the App Store. “Media has embraced the idea of a mobile only strategy” Williams said.

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