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A Word with the Marketing Nerd @stef_funny (Case Study: Volkswagen Punch Dub)

March 21, 2012

<Editor’s Note> I’m very excited to introduce you all to Stephanie Trinh aka @stef_funny!  She’s the newest member of my team here at Marketing Melodie. She’s an ambitious Business Marketing Student at SDSU, is filled with positive energy and is even a fellow marketing nerd! Stephanie is always on the lookout for awesome campaigns and when she finds them, she’s eager to learn from it and share. Here’s an awesome case study from Volkswagen, I’ll let Stephanie take it from here. HIT IT STEPHANIE! </Editor’s Note>

 

In 2010, Volkswagen collaborated with Deutsh LA to create the ‘Punch Dub’ campaign. The campaign consisted of many YouTube videos,  a Super Bowl commercial and a game called ‘Punch Dub’ where every time you saw a Volkswagen, you called out the color of the car and punched the person next to you. This game was a remake of the original game ‘Punch Bug’ and was created to develop more awareness of Volkswagen and its 13 different models. I found this campaign to be one of the best that I have ever seen because not only will people selectively look out for Volkswagen cars to play the game, but Volkswagen found a way to integrate themselves into our every day lives as we continue to play ‘Punch Dub.’  They’re taking the power of the internet and integrating it with an in person experience.


Sluggy Patterson is a fictitious character that was made up to explain ‘Punch Dub’ and what rules pertained to the game. As Volkswagen attempted to create viral videos for the ‘Punch Dub’ campaign through YouTube, the most views one of their videos received was a little over 600, which is not very many. However, the videos are pretty funny and these are my two favorite videos of Sluggy Patterson:


So what are your thoughts on the Volkswagen Punch Dub campaign? Do you know of any other campaigns that have done a great job integrating an online component with real life activities?

You can connect with Stephanie on TwitterGoogle+ and check out her blog, Marketing Nerd!


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