Volkswagen Vriendenweegschaal

Objective

Volkswagen launched Vriendenweegschaal to drive engagement with its commercial vehicle dealer network in the Netherlands. The campaign used a participatory guessing game to incentivize interaction and promote the Volkswagen bedrijfswagen (commercial vehicles) brand among dealers and their networks.

Solution

The campaign featured an interactive web-based guessing game where players estimated the combined weight of all Volkswagen commercial vehicle dealers. Participants submitted their weight guesses for a chance to win significant prizes. The simple mechanic was designed to encourage widespread participation across the dealer network and create viral engagement through friendly competition among dealership representatives.

Results

Not published.