To promote the all-new Jetta, Volkswagen partnered with Gilt Group to launch the first-ever automotive flash sale. Three customized vehicles were offered over three days for a head-turning $5,995, hailing the Jetta as “Great. For the price of good.” This partnership helped both brands benefit from the idea of providing access to quality and luxury at low prices, with a cost-effective marketing strategy that generated 94 million impressions.
The goal for VW World was to create a simple, visual system for easy navigation through complex, high-volume content. As a central hub for Volkswagen owners, VW World houses resources from bill payment to auto maintenance, with personalized trip-planning tools and an experience tailored to owner needs. Take a look at the VW World video for a full run-down.
An experiment in location based services (LBS), the VW Carefree Drive app concept explored LBS’ potential in automotive marketing. Although VW never carried the concept through, IBM and Berkeley have developed an app with similar LBS capabilities.
By tracking driving data and remembering daily routines, the app could provide intelligent assistance, starting with congestion notifications that suggest different routes or earlier departure times.