Volkswagen turns to social media when promoting new cars. In a recent Advertising Age article, Volkswagen of America says it is launching the next generation GTI exclusively on an iPhone app, because it is a cost-efficient marketing tool. Compare that with the $60 million Volkswagen spent on TV commercials on the 2006 launch of GTI.
And in Sweden, Volkswagen has produced three videos that have gone viral, to the extent that one of them has become the most viral video ever made (even more viral than Susan Boyle, thank God), at least according to the Viral Video Chart. “Pianotrappan” (the piano stairs) has been viewed almost 7 million times in less than a month, but what makes it the most viral video is the number of blog posts and tweets about the video (3,100 blog posts and 12,800 tweets). Well done Volkswagen and DDB.