‘Test Drive’ VW’s New Car via Ad and App
This has got to be one of the most innovative ads I’ve ever seen. In fact, outside of the use of StickyBits, it’s the only print ad I’ve seen that utilizes and integrates iPhone technology and apps.
Here’s the scenario: Volkswagen has just introduced three new innovations that they want people to experience, because experience is really the only way to understand innovations such as these.
The usual strategy for a car company would be to get people in for test drives, which in reality only a handful of people will actually do. VW had the brilliant idea to use a medium with a much broader reach– print ads– to get more people interested, and then to let them “experience” the innovations through an iPhone app!
So the print ad provides an aerial shot of a road that the user can “test drive” using the iPhone app! The app has three modes, one for each innovation– a sensor that vibrates when you get too close to the edge of the road, another for when you get to close to a car in front of you, and a third that lets your headlights bend around curvy roads.
Check out the video to see it in action.
I’d download the app and try this just to “test drive” the ad, even though I’m not in the market! Just to see the technology in action! Brilliant!!
PS- Did you know that not a single Superbowl ad featured or encouraged connecting to their brand via social media? Isn’t that remarkable?! What a missed opportunity… all those people sitting there with their cell phones within feet. Apparently, the big ad agencies are slipping behind when it comes to creative integrations of social media! I realize this is rather unrelated to the post, but in contrast to all those Superbowl agencies, VW’s agency came up with a very creative new media ad-integration.