Volkswagen launched a $750,000 viral video campaign across multiple social media platforms to promote their 2015 Jetta and Passat models, with the goal of driving traffic to their website where users could enter to win one of ten Volkswagen vehicles over a 10 week period; the campaign targeted 18-35 year olds on social media with ads tailored for each specific platform and measured its success based on website traffic and giving away 10 cars.

1. Volkswagen Christian Thayer

2. Big Idea
o Viral Video campaign
o All social media platforms
o At once, overnight
o Taking the web by storm

3. Tools and Tactics
o Twitter, Facebook, Youtube, Instagram and Vine
o Separate ads for each platform
o Different content, more likely shared

4. Tools and Tactics
o Goal is to:
o Visit VW website
o Enter for chance to win VW of their choice
o 1 winner per week; 10 weeks total

5. Tools and Tactics
Ads promote 2015 Jetta and Passat
Measure success by traffic to website
Small Google Adwords campaign

6. Budget
$750,000

7. KPI
10 week timetable
Ads and Google Adwords
10 cars given away

8. Target Audience
18-35 Men and Women
35+ year olds don’t do social media
Ads will reach a younger audience

9. Target Audience
o Ads will reach people who can’t drive
o Hopefully influence them
o Make a ‘cool’ enough campaign

10. Volkswagen Jetta