Thursday, February 4

VW Social Media Campaign Delivers One-Two Punch | Autopia


Remember playing “punch buggy,” hitting your little brother every time a Volkswagen Beetle passed by? Volkswagen has revived the game as a social media advertising campaign, with a little help from Tracy Morgan and a septuagenarian blogger.

Renamed “Punch Dub” (for the Volkswagen nickname “Vee Dub”) the new game offers far more opportunities for pummeling, as sightings of all Volkswagen vehicles are fair game. Aside from throwing a punch when a Volkswagen drives by, no other rules have been written. As the game’s fictitious founder, Charles “Sluggy” Patterson put it, “I like punching people, not keys.”

The campaign will debut with a Super Bowl ad featuring comedian Tracy Morgan and more punches than a Manny Pacquiao fight. Additionally, Punch Dubbers can also choose to dole out their slugs on Facebook for a chance to win a new Volkswagen CC.

According to Tim Ellis, Volkswagen’s Vice President of Marketing, “The campaign is a modern twist on a classic game that has been played on America’s highways for generations and will help consumers gain a new perspective on the breadth of our vehicle offerings, quality, performance and value.”

Or, as Sluggy put it, “It’s not a pretty spaceship to Mars. It’s just a game.”

Photo: Volkswagen

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