August 25 , 2009

Fans behind the wheel of VW campaign
1,000+ fans vie for "People's Reviewer"

Volkswagen has launched a new marketing campaign for its Tiguan model driven by its fans through social media channels. Created by Tribal DDB ‘The People's Reviewer’ involves the search for a new type of car reviewer who will put the VW Tiguan through its paces.

So far over 1,000 people have applied for the post via YouTube video auditions and email entries on thepeoplesreviewer.com.

From that long list Tribal DDB selected nine contestants who were given one week to try out the in the Tiguan’s many features and record a short video review.

Each video is being voted on by the public and the ultimate winner will drive off with the Tiguan.

“Already we've met some crazy characters like Dirk the artistic knitter/busker/crime novelist with outsized hair and Johnny, a gregarious import/exporter who towed a Winnebago plus a van and two mini race cars all in one go,” Tribal DDB spokesperson, Olivia Jurgens, told UTalkMarketing.

The marketing campaign is being driven by the contestants who have been faced with the task of building followers and winning votes.

“We've taught them how to tell their stories using Twitter, Facebook, YouTube and Flickr,” added Jurgens

“It's a great example of a campaign that combines social media with an off-line experience while bolstered by a traditional media spend.”

‘The People's Reviewer’ campaign runs through the rest of summer 2009.