Pimp My Ride – Volkswagen Date Drive
In the social media sphere, the question of ROI has become something of a hot topic. Monitoring, measuring and ultimately monetizing online activity is widely regarded as the holy grail of corporate digital activity. Demographic targeting is also one of the big issues that brands must face to create successful strategies – we are finally beginning to see a shift away from automatically aiming to have “the most Facebook fans” towards a more reflective approach – asking “What is the value of a Facebook fan?”
Volkswagen South Africa have recently launched a new campaign which quite succinctly addresses both of these issues. The “Date Drive” microsite invites users to apply for test drive of the Polo GTI to use on a date, on the basis of their claim that driving the new GTI makes you 23.5% more attractive to the opposite sex. The site uses a quiz mechanic to ask about the user’s success rates on dates, before inviting them to submit their details for a test drive. Their responses are then compared with national statistics alongside the statistics of other “Date Drive” applicants. The campaign speaks directly to the target audience, enabling Volkswagen to legitimately speak to young, image-conscious drivers whilst also directly generating location-specific sales leads with a generous helping of data capture. If the campaign is successful, it could easily be reskinned for other cities or territories.