Beetle Mania

Michiel Cox and Jamie Barrett

This case study shows how Volkswagen, the car manufacturer, drove awareness, test drives and sales of a new Beetle car model in New Zealand by making social media key to its campaign.

Beetle Mania

Michiel Cox and Jamie Barrett

Campaign details

Brand owner: Volkswagen New ZealandAgency: DDB Group New Zealand, Spark PHD New Zealand, and SpaceStationBrand: The 21st Century Volkswagen BeetleCountry: New Zealand

Executive summary

This case study shows how Volkswagen, by putting social at the heart of the campaign, got the whole of New Zealand to spread the word about the new Beetle on their behalf, then got them out onto the road to advertise the product; all of which generated huge sales and earned back the campaign costs many times over....

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