Our messages had to create mass awareness for PunchDub, they had to give the game cultural relevance and they had to make it seem like PunchDub was being played by everyone.While PunchDub was launched at the SuperBowl, we had to continue that momentum. We spotlighted the game through organic placement in pop-culture media platforms and involved popular network TV talent: •Vignettes of well-liked NBA sports presenters playing PunchDub were placed alongside studio programming, seemingly extending the programme into the ad break•Rare, animated lower screen billboards during live-action game play of the NHL•First-time brand integration on the popular Jimmy Kimmel Show’s main opening credit, showing sidekick Guillermo being punched by passers-by over 40 consecutive days as a different VW model pulled up on Hollywood Boulevard.We followed through by seeding videos online, in search, YouTube and blogs to create the impression that everyone, everywhere was playing.

PunchDub was a dramatic success for VW:5% awareness increase for the full range of VW vehicles.Traffic increased at six out of eight VW model landing pages.

Weekly organic leads to the VW website increased 20% year on year.VW sales are up 38% year on year – double the industry average.