Agency: DDB, New Zealand
Amazing how all it takes to get genuine, enthusiastic consumer participation in a brand’s Social Media activity is a simple idea, anchored to the product. Volkswagen is urging consumers to get ‘beetling’ (Urban Dictionary: ‘the act of curling up and lying on your back, just like a flipped over beetle. Sometimes tricky to get back up’). They have to upload a picture of themselves doing their best impression of the car and one of its new Beetles up for grabs.
It wasn’t about creating Facebook posts and pleading with consumers to ‘like’ them. The idea triggers voluntary participation that is simple to execute and share on the brand’s Facebook wall. Loved it.