Volkswagen Tiguan: VW's social enlightenment

People turn not just to family and friends but also to social media for advice before buying a car. Volkswagen wanted to build positive online buzz about itsTiguan marque, so it launched an online quest for a member of the public to be named The People’s Reviewer.

VW's social enlightenment

Leo Rayman


Volkswagen put social media at the heart of its launch of the Tiguan compact SUV, which influenced fundamental organisational change.

Working in social media provides a good sense of what the American Goldrush must have been like – people piling into frontier towns with very little idea of exactly what they were doing, but a burning desire to make a buck doing it. Now that anyone can publish their ideas, it can be hard to spot the snake-oil salesmen from the bona fidepractitioners. Some revel in the complexity, as a means of...

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