In June 2011, Volkswagen used the VW GLI´s turning and momentum to design the VW logo with light painting. The video, which has more than 100,000 views, is a very inovative way of presenting the car. Pictures highlighting the effect created were published on Flickr and on VW´s Facebook page receiving great feedback from fans.
To expand the reach of the campaign, pop-up galleries with hand numbered limited edition printed versions of the images began to appear in unexpected places around Canada. People were able to take them as a souvenir. Followers of VW´s different social media platforms were given a chance to be the first ones to find the art thanks to different clues revealed using Instagram and Twitter.
This is a very different way of presenting the car which allows a closer interaction between Volkswagen and its community. The campaign has been a success creating lots of buzz around the VW GLI and how driving can be beautiful.
As disclosure I have to say I had the honour of working with Volkswagen and Red Urban Canada team cultivating VW´s social media platforms until September 2011.
