Final presentation for NMDL2015

1. SHARE YOUR
VOLKSWAGEN ROAD
TRIPS
A DIGITAL STRATEGY OF OFFLINE-TO-ONLINE
EXPERIENCE INTEGRATION

2. TARGET AUDIENCES
1. Younger
generations/millennials
2. People who just bought their
first car in their life
3. Existing Volkswagen car
owners who travel a lot

3. THE BIG IDEA:
CONNECT THE VOLKSWAGEN
DRIVING EXPERIENCE WITH THE
DRIVERS’ ONLINE SOCIAL
ACTIVITIES.
Goal of the campaign: To build strong awareness
of Volkswagen’s mobile/social media presence in
the eyes of target consumers by connecting their
real-life driving experience with their cyber life on
various online media platforms.

4. STEP1—THE ROAD TRIP APP
1. Can be directly downloaded from VW.com
2. car remote function
3. Integrate different functions that are related to the actual
Volkswagen car usage e.g. Fuel efficiency estimation
4. To help drivers document/record their road trip, including
location, weather, social interactions, time of day and
traffic

5. STEP2—BUILD EXPERIENCE
PORTFOLIO
A trip mode can also be enabled in the app, which lets users
post content such as photos and videos in real-time to create
a customized map.
When the user comes back at home, he can sync the
experience into the VW.com database and get a road-trip
portfolio that can be shared on various social media sites.

6. STEP3—SHARE ON SOCIAL
MEDIA WITH HASHTAG
#VWLIFE OR #VWROADTRIP
Share the road-trip story/portfolio by one-click to share on
Facebook/Instagram/Twitter function from the APP

7. METRICS
1. Number of APP downloads
2. Number of Road-trip shares on social media
3. Number of #VWLIFE or VWROADTRIP
4. Conversion rate

8. BUDGET: APPROXIMATELY
5MILLION DOLLARS
$1.5 million will be used for APP development and
maintenance
$2.5 million will be used for running advertisements that aim
to attract audiences’ attention to the newly developed APP.
$1 million will be used for content marketing such as hiring
professional bloggers to publish APP related contents and
email-marketing to loyal VW customers.

9. ONLINE ADVERTISING
Display Advertising:
The campaign will target on popular car review websites
such as Edmunds.com, Kelly Blue Book or MotorTrends.com.
Search Engine Marketing:
Our keywords are set to target on triggering audiences’
interest in downloading the APP.
Social Media Advertising:
Facebook will be the primary social media site that we invest
most of budget on

10. CONTENT MARKETING:
Provide lists of Top 10 automobile industry Trends:
Document the ten latest trends impacting the automobile
industry this year.
Blog Posts:
A specific VW branded blog site can be created for people
who are looking for road trip partners or write down their
own personal road trip experience.
Email Marketing:
embed the APP download links in the emails.