Aligning a brand with a consumer passion point, such as music, art, film or fashion sometimes requires a deep integrated offline/online experience with plenty of creative interactive elements to draw a user into the brand experience. However, sometimes a much simpler and hands on utility is all that is required to leave a memorable impression.
Volkswagen of America was the official automotive sponsor of New York’s ‘Fashion's Night Out’, an annual global celebration of fashion (in association with Vogue) which aims to put the fun back into shopping.
In celebration of the event Volkswagen created the ‘Volkswagen Style Express’ to offer thousands of shoppers a VIP ride in the all-new Jetta, which was recently launched in Times Square accompanied by a free performance from Katy Perry.
A fleet of 30 all-new 2011 Volkswagen Jettas were on hand to shuttle shoppers, fashion editors, influencers and top designers to the next hot retail destination. Ensuring all the key participants in the annual fashion extravaganza would recall VW as the fashion conscious transport of the evening.
On entering the vehicles eager shoppers were greeted with an especially recorded message from acclaimed fashion designer, and occasional ‘Project Runway’ Judge, Diane von Furstenberg. Consumers could also track the Volkswagen Style Express via Twitter and view photos of all the action on the VW Facebook fan page.