Volkswagen has kicked off a brand new marketing campaign called ‘Why VW’ to gather and share stories from actual VW owners, taking advantage of social media in a whole new way.
Its all new website, whyvw.com, shares information about Volkswagen and its products side-by-side with stories submitted by owners in one integrated platform. The website is broken down into two sections: ‘Values’ and ‘Stories’. The Values section is focused on information about the German automaker’s products along with short films featuring owners, while the Stories section is comprised of user-generated content thanks to Facebook.
To promote consumer participation and story sharing, the automaker will randomly be giving away special perks such as event tickets and Volkswagen gear.
The campaign kicks off with a new commercial titled ‘Smiles’, showcasing “simple, human moments of people of all ages laughing to highlight the positivity of the brand,” according to VW.
“Year after year, we receive countless stories from VW owners that sum up the unique passion people have for the brand, but we haven’t had a great way to curate or share them until now,” said Kevin Mayer, VP Marketing, Volkswagen of America, Inc. “The Why VW campaign provides a new creative outlet for our owners and fans to share their individual Volkswagen stories with the world, and allows us to engage with them in a more meaningful way.”