I endorsed a Volkswagen and liked it

Katy Perry is the latest in a recent string of music artists entering into auto brand endorsement deals, striking up a partnership with Volkswagen to unveil its new Jetta compact sedan range in New York. The singer - adorned in a turquoise PVC skin-tight dress and standing barefoot on the bonnet - blasted out some of her hits, such as ‘I Kissed a Girl’ and ‘California Gurls’, on VW's Urban Oasis stage in Times Square as the cover came off the new vehicle.

It’s a great piece of event marketing, with a major centralised location, massive billboards and a high profile artist backing the launch with a free mini-concert.  The question is now on where it goes from here and now VW will continue to evolve the music and entertainment aspirations of its new model on a global stage after the initial buzz wanes.

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