Remember The Fun Theory that Volkswagen in Sweden did? For you who didn’t see the campaign, I can tell you they did a very good job. The Fun Theory is about how people can act differently – and for the better – when they have fun (as choosing a car with a lower CO2 emmisions). This theory was illustrated through a series of Youtube videos. It did a great success through social media and went viral around the world. One of the videos has more than 12 million views. Volkswagen’s new campaign is inspired from the Swedish achievements and is going out internationally to promote the launch of their car model Polo GTI – only through Facebook and Youtube videos.

The sporty Polo GTI is not present in any of the movies; instead they all illustrate the excitement of speed with the device “Fast Lane – Driven by fun”. One of their videos features an elevator that sounds like a space ship when it starts and another shows super fast supermarket trolleys. As The Fun Theory it’s really amusing to see how people respond and act.

The purpose is to get the campaign widely spread and to reach out to a younger target group. All videos refer to their Facebook Page where people will be able to be part of challenges to win their own Polo GTI. The Page also includes applications and product information.

It’s cool to see how a company as Volkswagen put trust and effort into social media marketing. It will definitely be an interesting case to follow. No advertising and no messages pushing you to buy a new car. With a simple tab for the Polo GTI’s product information they let people decide whether they want to learn more about the car or not. I think this automatically makes people curious about the product. And again, social media has the fantastic quality of allowing us to create a relationship with people – and Volkswagen is definitely on the right track when aiming for a young target group with a creative and fun approach.

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Tags: Driven by fun, Facebook, Polo GTI, Sara Hansson, Social Media Campaign, The Fast Lane, The Fun Theory, Volkswagen, Youtube