We first asked people to choose which icon should be re-introduced. In a one-off, even moresocial edition: the Fanwagen.We invited our fans to put on their virtual working gloves and help us build it. The first vehicleto get 20,000 'likes' would actually be restored with custom Facebook features. Each fan wasrewarded with a video of the feature added to the Fanwagen.The Campervan reached 20,000 'likes' in 9 days, beating the Beetle by nearly 10,000 'likes'.After 3 weeks, Volkswagen became no1 Dutch car-brand on Facebook and entered the top10of all Dutch brands on FacebookBy inviting them to choose their favourite social model, and help building it with even more social features, people started sharing their love for Volkswagen online. The custom videos of Fanwagen features added helped spreading the word. And coverage of the reconstruction brought more and more fans to the Volkswagen fanpage.

Within 9 days, 30,000 people chose their favourite social model. In just 3 weeks, Volkswagen became the No.1 Dutch car brand on Facebook and was placed in the top 10 of all Dutch brands on Facebook. And people started talking about and sharing Volkswagen and the Fanwagen contents: we reached 4m people on Facebook, and over 100,000 making-of videos being shared. The investment of 150,000 (advertising and production) generated an Advertising Value Equivalency of €270,000.