To support Volkswagen's 2014 Super Bowl teaser and commercial, my team and I concepted, wrote, and produced a series of 15-second spots starring the same German engineers from the teaser, including a series of real-time video responses that we pushed live during the Super Bowl. We were rewarded for our efforts with a 2015 People's Voice Webby Award.
But instead of reading all these words, why not watch a few videos?
Videos in the days leading up to the Big Game:
Game day replies to tweets (complete with videos):
I even had some fun replying to tweets in real time.
Few carmakers have fans as loyal as Volkswagen drivers. Based on the insight that VW fans are already sharing their stories across social, we created Why VW as a home for those stories. It also serves as a platform for the brand to share news and stories. In addition to working on the project from its earliest stages, I also wrote almost all the stories from Volkswagen.
Why VW won a 2013 Digital PR Award for Best Blog.
Every Volkswagen comes with carefree maintenance: no-charge scheduled maintenance for the first two years or 24,000 miles. Which means the car you really want—the one with German engineering, that’s fun to drive—is also the rational choice. The problem? Nobody knows that. So we tapped into one of the most popular content themes in social—the world of science, unexpected truths, unlikely pairings, and myth busting—to get the word out through collaborations with key influencers on YouTube and Instagram.