SHARE YOUR VOLKSWAGEN ROAD TRIPSA DIGITAL STRATEGY OF OFFLINE-TO-ONLINE EXPERIENCE INTEGRATION

TARGET AUDIENCES

1. Younger generations/millennials

2. People who just bought their first car in their life

3. Existing Volkswagen car owners who travel a lot

THE BIG IDEA: CONNECT THE VOLKSWAGEN DRIVING EXPERIENCE WITH THE DRIVERS’ ONLINE SOCIAL ACTIVITIES. Goal of the campaign: To build strong awareness of Volkswagen’s mobile/social media presence in the eyes of target consumers by connecting their real-life driving experience with their cyber life on various online media platforms.

STEP1—THE ROAD TRIP APP1. Can be directly downloaded from VW.com

2. car remote function

3. Integrate different functions that are related to the actual Volkswagen car usage e.g. Fuel efficiency estimation

4. To help drivers document/record their road trip, including location, weather, social interactions, time of day and traffic

STEP2—BUILD EXPERIENCE PORTFOLIOA trip mode can also be enabled in the app, which lets users post content such as photos and videos in real-time to create a customized map. When the user comes back at home, he can sync the experience into the VW.com database and get a road-trip portfolio that can be shared on various social media sites.

STEP3—SHARE ON SOCIAL MEDIA WITH HASHTAG #VWLIFE OR #VWROADTRIPShare the road-trip story/portfolio by one-click to share on Facebook/Instagram/Twitter function from the APP

METRICS1. Number of APP downloads

2. Number of Road-trip shares on social media

3. Number of #VWLIFE or VWROADTRIP

4. Conversion rate

BUDGET: APPROXIMATELY 5MILLION DOLLARS$1.5 million will be used for APP development and maintenance

$2.5 million will be used for running advertisements that aim to attract audiences’ attention to the newly developed APP.

$1 million will be used for content marketing such as hiring professional bloggers to publish APP related contents and email-marketing to loyal VW customers.

ONLINE ADVERTISINGDisplay Advertising:The campaign will target on popular car review websites such as Edmunds.com, Kelly Blue Book or MotorTrends.com.

Search Engine Marketing:Our keywords are set to target on triggering audiences’ interest in downloading the APP.

Social Media Advertising:Facebook will be the primary social media site that we invest most of budget on

CONTENT MARKETING:Provide lists of Top 10 automobile industry Trends: Document the ten latest trends impacting the automobile industry this year.

Blog Posts:A specific VW branded blog site can be created for people who are looking for road trip partners or write down their own personal road trip experience.

Email Marketing:embed the APP download links in the emails.