Twitter, a microsite and Facebook help launch Volkswagen lifestyle vehicles

by Noelle McElhatton, marketingdirectmag.co.uk 17-Jun-09, 09:30

LONDON - Volkswagen Commercial Vehicles is launching a nationwide integrated campaign, created by iris, to promote its range of lifestyle vehicles.

A staggered launch will involve digital, PR, experiential and retail activity to promote Volkswagen’s lifestyle vehicles: the California, the Caravelle, the Transporter kombi and the Caddy Maxi Life.

The campaign message focuses on the idea of ‘escape’ and promotes the way Volkswagen lifestyle vehicles allow you to take off quickly.

A microsite, www.vwescape.co.uk, will showcase the vehicle range and provide information on forthcoming events and promotions. There will also be ongoing presence through social networking sites Facebook and Twitter.

Volkswagen is partnering with television presenter Amanda Lamb, best known for A Place in the Sun, for a PR campaign while experiential activity will involve taking vans branded with the campaign’s iconic design style to three main consumer events across the UK.

Iris has lined up brand partnerships between Volkswagen and sports and leisure brands Snow+Rock and Cycle Surgery.

It has also linked up with several brand ambassadors including female windsurfer Bryony Shaw and wakeboarder Matt Crowhurst. The ambassadors will be given a Volkswagen lifestyle van for a year and a video camera to film their experiences.

The footage will be placed on the microsite to give viewers an inside look at the benefits of the vans.

Mark Hopkins, marketing communications manager at Volkswagen Commercial Vehicles, said: The Escape campaign actively engages customers to bring to life how our lifestyle vehicles can enable and optimise their adventures and allow them to take to the open road whenever they feel like it.

Volkswagen appointed iris to handle its integrated business for its Commercial Vehicles arm in February following a competitive pitch.