Volkswagen deserves kudos for creating an integrated campaign that spans traditional and new media in ways that support and enhance each other, while effectively working towards a classic marketing goal. Basically, Volkswagen is trying to own the word “fun” in consumers’ minds – VWs are fun, driving VWs is fun, VW is a fun company – and they’re doing a pretty good job laying claim to that brand position.
First VW started their “Fun Theory” campaign. This includes a number of experiential locations that entice people to choose a fun option that also coincides with useful behavior (walking stairs instead of an escalator, throwing trash in receptacles instead of littering, etc.). These locations have, in turn, become the basis of much local and worldwide PR. Moreover, videos of people experiencing the VW locations have been the basis of viral internet videos and other social media sites.
Finally, VW has complemented its “Fun Theory” campaign with its ubiquitous “Punch Dub” television advertising. Look at one of those commercials and one of the first words that comes to one’s mind is “fun”.
VW is successfully marrying a broad array of communication outlets with its one common brand positioning goal. They’re a textbook case study for how it should be done.
Domus is a marketing communications agency based in Philadelphia. For more information, visit our web site at http://www.domusinc.com.