As a lot of brands, Volkswagen wanted to have its small piece of cake during the Superbowl, but without any budget or reason to do it. Because yes, Volkswagen, as the official sponsor of the French soccer team, has absolutely nothing to do with American football.

So when a soda brand released its Halftime show line-up gathering the biggest rappers on earth, most of them coming from the West Coast, we saw the opportunity we were waiting for.

Without any budget, all we could do was to find an idea that could hijack the Superbowl. And when we discovered the Halftime show line-up, we found a good reason to do it : We decided to own the legendary W gesture of the West Coast rappers, even before they will do it on stage, to turn them into Volkswagen ambassadors.

Our target audience was mainly French Volkswagen Community that is not familiar with the Superbowl. Futhermore, this campaign was also directed to every French that are not necessary fan of NFL but that were aware of the huge HIP HOP reunion at the halftime show.

On the Superbowl Sunday, we released the new logo all over Volkswagen social medias: Facebook, Instagram, Twitter and Linkedin, with a short message allowing us to reach our goal : “It’s not everyday you’re honored by the greatest rapper on earth.” And we gave our community a rendez-vous at the SuperBowl Halftime show to let them discover the homage we anticipated.

Facebook : 1.1M Reach / 2.2K interactions / 1.15 cost per 1000 impression

Twitter : 560K de Reach / 100 interactions / 1.81 cost per 1000 impression

Instagram : 25.2K reach / 500 interactions, all organic.

With those reach on its social medias, the brand was seen during the event as a modern, smart and fun newshacking brand.

Choosing to hijack this event with this particular angle allowed Volkswagen to reach a targeted group of hiphop fans in its community.

And as there is no known partner of the Superbowl in France in the same industry, this campaign allowed Volkswagen to position themselves as the only one during the event. And at the end, the press coverage in France allowed the brand to reach an even wider audience.