Volkswagen Uses Video Crowdsourcing For The New “Why VW” Brand Campaign by David Brbaklic
Just like Twitter and their “Stories” initiative from the end of 2011, Volkswagen decided to engage customers, and retell the experiences they’ve had with the brand. Volkswagen launched a brand campaign called “Why VW”, which revolves around a dedicated website where VW owners’ stories are showcased. People are invited to share their own stories on the website, and in return, the best stories will be rewarded with “special perks” such as event tickets or VW gear.
Kevin Mayer, Marketing Vice President at VW America, commented on the campaign: “Year after year, we receive countless stories from VW owners that sum up the unique passion people have for the brand, but we haven’t had a great way to curate or share them until now… The Why VW campaign provides a new creative outlet for our owners and fans to share their individual Volkswagen stories with the world, and allows us to engage with them in a more meaningful way.”