Introduction to Volkswagen’s New Campaign
Volkswagen of America has launched a brand new campaign to advertise its 2022 Taos SUV, featuring a web-based augmented reality (AR) driving experience. This modern experience is offered by scanning QR codes on select Amazon boxes, allowing users to take a virtual drive on a 3D map, add sounds along the way in which, and record their drives to unlock three free months of Amazon Music Unlimited.
How the Campaign Works
The AR experience, developed with creative agency The Community, will likely be available on over 1 million Amazon boxes. By scanning the QR code, users can access the virtual drive and luxuriate in a novel experience that mixes driving and music. The experience is designed to be user-friendly, without having to download a further app, making it easily accessible to a big selection of users.
Reaching a Younger Audience
Volkswagen’s partnership with Amazon is a strategic move to achieve younger, mobile-first consumers through the holiday shopping period. By leveraging Amazon’s vast reach and influence, Volkswagen can effectively goal a demographic that’s increasingly vital to the automotive market. The use of QR codes, which have change into ubiquitous through the pandemic, can be a key aspect of the campaign, allowing users to simply access the AR experience.
Overcoming Pandemic-Related Challenges
The pandemic has presented significant challenges to the automotive industry, including disruptions to in-person test driving and provide chain issues. Volkswagen’s virtual drive experience is a response to those challenges, providing a novel and fascinating way for users to interact with the Taos SUV. By tying the experience to 4 musical moods, including "road tripping" and "city vibing," Volkswagen goals to create a memorable and enjoyable experience that may resonate with potential customers.
Previous Campaigns and Future Directions
Volkswagen has previously partnered with Pinterest to advertise its first all-electric vehicle, and the brand new Taos activation follows two fall video ads that focused on the enjoyment of driving. The campaign is a component of a broader effort by automobile brands to achieve millennials, who now make up the biggest a part of the automotive market. As the industry continues to evolve, it is probably going that we’ll see more modern and immersive experiences like Volkswagen’s AR driving experience.
Conclusion
Volkswagen’s latest campaign is a daring and modern move to advertise the 2022 Taos SUV. By leveraging augmented reality, QR codes, and a partnership with Amazon, the corporate is effectively targeting a younger audience and providing a novel and fascinating experience. As the automotive industry continues to navigate the challenges of the pandemic, it is probably going that we’ll see more campaigns like this in the long run, pushing the boundaries of what is feasible in marketing and promoting.
