VW: Advertising exclusively on the social web
Volkswagen is completely foregoing traditional advertising for the launch of its Polo GTI sports compact car. Instead, the automaker is relying entirely on Facebook.
There is not even a microsite for the new VW model on the Volkswagen portal. The link "Experience on Facebook" leads directly from the VW homepage to the social web, where there are videos on the subject of acceleration in an English-language Polo GTI section within the VW fan page. According to Volkswagen, these are intended to "convey the joy of speed without encouraging people to drive too fast on the road". The motto of the social web campaign is "Fast Lane - Driven by Fun". The current campaign was created by Tribal DDB.
