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November 04, 2005

Car campaigns

Audi Elements - Audi tries Viral Marketing to promote the new A4
Well, this is sad: Audi apparently has wasted hundreds of thousands of Euros for an online viral ad campaign to promote the launch of their new A4 and the result ? Just another prove that bad viral marketing doesn't have to be cheap !

After clicking the image, you get to see a boring 3 minute long flash video And that's the final dramatic climax of the whole campaign: after being forced to jump through all these hoops, the potential customer ends up on the standard Audi homepage, which is featuring right now the all new - oops - Audi A6 Avant !!!

Jaguar S Type-R - Advergame An advergame for the promotion of the Jaguar S 650 000 participants for the first 3 weeks It's a difficult Golf game, which pushes the visitors to spend more time on the site and return to play again

Update on the VW Polo Viral "Scandal" Good news for Lee and Dan, the guys behind the fake viral clip for the VW Polo. They no longer have to hide from VW's lawyers (Source: Reuters)

Volkswagen said in a statement it had received sworn statements from the two creators -- Dan Brooks and Lee Ford -- acknowledging that they made the ad but had not intended for it to be distributed. “The ad got out accidentally and has spread like wildfire. It wasn’t meant for public consumption. “We think the spot reflects what people see in the news everyday, and in this instance the car is the hero that protects innocent people from someone with very bad intentions. We’re sorry if the ad has caused any offence.”

Making Viral Marketing Clips, the Do-It-Yourself Way Viral Marketing Campaign for BMW's Mini MINI BROTHER. It's a strange variation of the TV show Big Brother, where participants are sitting in a MINI... Well, looks like it didn't went all too viral- at least not outside Great Britain...

Volvo's Online Branding Campaign for the new S40 "The advertising was backed with a longer version of the documentary featuring interviews with residents of Dalaro talking about the spooky phenomenon. It was supposedly directed by a Venezuelan filmmaker called Carlos Soto. But Volvo has now revealed that it is Spike Jonze, the director of the films 'Being John Malkovich' and 'Adaptation' as well as the legendary Beastie Boys video 'Sabotage', who made the documentary." Nice Idea - but how successful was it ? "The Swedish car maker said that hits to the Volvo UK website have more than doubled since the launch of the campaign, and that 435,000 digital viewers of the ad have selected the red button option to view the documentary via interactive TV. Carlos Soto's spoof website has been visited by 77,000 people across Europe and the Volvo Dalaro site has had 440,000 hits, including 96,000 from the UK." Really an interesting case for how to combine classic advertising with online branding, viral marketing and a lot PR !!

The French agency MindShare copied the same concept for the launching of the car in France. microsite about the "Mystery of Dalarö" (Not accessible)

Fiat UK is trying a viral approach... It looks like the auto industry really loves online branding - especially in the UK ! After the successful viral campaign for the Mazda2, now Fiat is trying a similar tactic with this funny little ad-clip.

Mazda car wars – Viral & Buzz Marketing We're planning, seeding and tracking a new Mazda online viral and buzz marketing campaign called 'Car Wars', featuring a sassy, web-exclusive film clip written and directed by Quiet Storm, to support wider brand marketing activity for the Mazda B-Series pick-up. "This new Mazda online viral and buzz marketing campaign, aims to raise brand awareness and boost demand for the Mazda B-Series pick-up, making the vehicle a cheeky status symbol. The campaign provides culture-driving, online influencers with exclusive entertainment content to interact with and pass on to their contacts."

Short movie by Honda

A mini film dedicated to the new Honda This film since its launching became a mythic mini film which marked the sector Certainly the producers want to make an homage to the producer of 'The Way Things Go', a.k.a. Der Lauf Der Dinge.

Lexus launches its new model Lexus launches its new model via a giant contest of photographs on a NY frontage With the occasion of the launching of its new model IS, Lexus installed on a frontage of Times Square in New York a giant screen. On this screen, one can see an image of the new truck of the mark which is in fact made up of the photographs that the Net surfers come to deposit on the site, while hoping to gain a specimen of the car. On the same principle as for the operation (To run), plus the Net surfer deposits photographs and invites friends, more it has possibility of gaining the car. Advertising friend, if you want to generate traffic and to develop the notoriety of your mark, offers to your visitors always more: convey, photo on Time Square, etc... The more you will give some your visitor, the more it will speak about you with his friends.


The launch of the "Saab 9-3 Aero V6 SportWagon" is accompanied by the launching of a new viral game. It invites you to take the wheel and to find your way towards a specific destination by overcoming several obstacles. Good Luck!
Jaguar S Type-R - Advergame An advergame for the promotion of the Jaguar S 650 000 participants for the first 3 weeks It's a difficult Golf game, which pushes the visitors to spend more time on the site and return to play again.
Land Rover launches an energy drink for amateurs of sports cars
In June 2005, Land Rover created the mini site "The New Rush" (accessible via in order to promote the launching of its range Range Rover Sport. To generate traffic, Rover found an unexpected method for a car manufacturer: the creation of a drink which bears also the name "The New Rush"