17 May 2012

VW engaging customers via social media

Volkswagen, the German car maker is actively targeting customers on Facebook by getting them involved in their advertising campaigns. No, I am not talking about customer generated advertising which is a popular buzz word today but rather about getting customers to say nice things about the brand or product (positive testimonials) and using these in their advertising campaigns.

This is not a new concept in advertising and businesses and organisations often use positive testimonials to promote their products. However, it is the way that VW is actively soliciting and appealing to the "ego" of customers or the novelty effect and making innovative use of the technology, which is quite interesting.

I took part in two of their campaigns - just for the experience.

The first one was the " Beetle Billboard Times Square Experience". All I had to do was "like" the new Beetle (targeted at Men) and my face appeared live on the Volkswagen Beetle Billboard in Times Square, New York for a few seconds. This was in October last year.

The second campaign was the Volkswagen "Big up the up!". All we had to do was say something nice about the new VW up! car ("bigged up the new up!") and they would then feature your FB profile on huge digital posters across the UK.

A great way to get customers engaged with the brand and product. Do you agree? Any possible issues?

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