Cannes Lions
MPG USA, Boston / VOLKSWAGEN / 2003
Overview
Entries
Credits
Execution
Instead of implementing a traditional radio buy for Volkswagen, the Media Team tapped into the multiple properties of its media partner to create a multi-platform event. This was the first time that the resources of our media partner's entertainment, sponsorship, and college divisions were combined to optimise an event of this kind. The Media Team leveraged these divisions to incorporate all elements of a true grassroots Music tour on both a national and regional level.
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