NEW YORK: Volkswagen plans to leverage traditional media like The Oprah Winfrey Show, the Super Bowl and MTV through a number of platforms, as part of its PR efforts to introduce the re-launched Beetle to a wider demographic.
“The 21st-century Beetle is made for everyone, men and women,” said Mya Walters, manager, brand communications for Volkswagen of America, in an e-mail to PRWeek. The vehicle typically attracts more female owners.
The media strategy includes a global strategic partnership with MTV, but Walters declined to reveal specifics. She said they plan “to create inventive digital and social media programs for the 21st-century Beetle to engage in conversations with key brand advocates as well as reach new online audiences.”
Edelman is spearheading PR, and also handled digital programming for the reveal. The agency is receiving support from the brand's entertainment agency, dOMAIN, and its Hispanic US agency, The Jeffrey Group. Walters would not disclose the campaign budget.
The New Beetle was launched at events in Shanghai, Berlin, and New York on April 18. Following the press reveal in New York, the Black Eyed Peas performed at an MTV World Stage event, presented by Beetle.
Walters said within the first 24 hours of the reveal, the New Beetle “received over 2,254 pieces of coverage across all media platforms in the US.”
Walters said the launch was also promoted through the vehicle's social media platforms, including Facebook, Twitter, and the Volkswagen of America blog.