News.

Digital market launch: The Polo GTI on Facebook

Volkswagen’s first product launch in social web

Wolfsburg, 14 June 2010 - Volkswagen is breaking new ground for the market launch of its products. The Polo GTI is the first vehicle to be presented to customers in Europe exclusively via a social network. Facebook users are alerted to Volkswagen’s new sporty model by the slogan “Fast Lane – Driven by Fun”. “Our aim is to inspire young people for Volkswagen brand products – in an international dimension,” Luca de Meo, Director of Marketing, Volkswagen Group and the Volkswagen Passenger Cars brand, commented.

Volkswagen’s new, exclusively digital campaign is not car advertising in the classic sense. Instead, it specifically harnesses the diverse opportunities offered by social networks to inspire young drivers for the Polo GTI. "This campaign gets us close to customers and at the same time gives us the opportunity to engage in an intensive dialog with them," de Meo continued.

Three videos where the vehicle is not immediately in evidence have been produced for the start of Volkswagen’s English-language Facebook profile www.facebook.com/volkswagen. These videos depict clever scenes that add an unusual touch to everyday life, such as a giant slide at subway steps, a particularly agile supermarket cart or an elevator that sounds like a rocket about to take off. The films convey the thrill of speed without encouraging fast driving.

In its new Facebook profile, Volkswagen adds a "Fast Wall" to its "Fast Lane". This is where messages from Bestfriends have priority. In addition, a competition motivates users to be creative and submit their own "Fast Lane" contributions. Volkswagen’s Facebook profile also includes the most important product information about the new Polo GTI as well as links to other global Facebook activities of the Volkswagen brand.