Volkswagen | Rule The Road
Open the game- Brand
- Volkswagen
- Year
- 2018
- Objective
- Awareness
- Industry
- Automotive
- Mechanic
- Racing
- Agency
- Deutsch
Objective
Volkswagen needed to create buzz and engagement for the 2018 Tiguan launch targeting urban audiences. The campaign positioned the new Tiguan as a fun, sophisticated vehicle for city dwellers. The goal was to build interactive excitement through a mobile-first experience that leveraged Instagram's native features to reach younger, digitally-engaged consumers.
Solution
A 21-day Instagram scavenger hunt running through October 2017 on the @VWRuleTheRoad account. Daily clues were released at 1pm ET, prompting players to find a hidden Tiguan among tiles using Instagram's carousel feature. The hidden Tiguans appeared in creative forms—toy cars, stencils, photographs, and the real vehicle—incorporating elements from concurrent TV spots. Players screenshotted their finds and messaged them to enter. Daily prizes rewarded correct submissions, with a grand prize of a 10-day trip to San Francisco, Miami, and New York for the final drawing.
Results
Not published.
