Kinsey Lee and Jarred Schuetze JMC 390 9.23.15 Engagement Advertising Product: Volkswagen Beetle Audience: Volkswagen is really trying to target a younger audience. A VW Beetle is sleek and cool while also being cute and fun. The audience for this product would be between 16-30 years old. This customer is going to be a suburban/city dweller who is looking for an affordable yet luxurious car. Description: Everyone has passed a car raffle as they walk through a mall. Our idea is new spin on this old stunt. We would have a one-month campaign. During this month, two new Volkswagen Beetles will be set up next to other in a large mall (The Galleria, Northpark, Stonebriar, etc.).
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When buying a car, almost every customer wants to take the car for a test drive. Usually, a test drive is a large part of what actually “sells” the car. This engaging “stunt” in the mall will simulate a test drive. As the customer enters the car, they will also be entering a video game simulation. The simulation will allow them to race the person in the VW Beetle next to them and it will all be shown on a large screen in front of the cars. Anyone in the mall can sit down and race as long as they have an opponent to race with them. Sunday through Wednesday people will compete. Winners from individual races that are at least 18 years of age will have the option of submitting there name and email into a drawing. On Wednesday, 16 of those winners from the week will be chosen at random and invited back via email. The chosen winners will show up at the mall on Friday night for a small tournament style competition between the 16 competitors. This will last for four weeks. On Saturday of the fourth week, the top two people from each of the four tournaments (8 people total) will come back to compete in the final tournament. The winner of this final tournament will be crowned the ultimate racing champion and will win a new VW Beetle. Why: We believe that this idea will get people excited about VW Beetle. They will get to race and have fun, which is something that VW embraces as a brand. Malls typically draw a younger crowd, especially on weekends, so this will help reach their target audience. We envision the tournaments drawing crowds and being shared through social media. This idea gets the customer involved. Someone who may have never thought about buying a VW Beetle will have an easy opportunity to test it out.
Individual Races – winners entered into drawing Individual Races – winners entered into drawing Individual Races – winners entered into drawing
Tournaments - 18 randomly chosen winners from the week
Individual Races – winners entered into drawing
Final Tournament – top 2 people from each of the four tournaments