VW developed a partnership with 'Les Ailes de la Mode' department store. Two New Beetle Convertibles, accompanied by an interactive kiosk, were displayed in-store. Fashion enthusiasts, including the Convertible target, could browse through an animation that highlighted the spirit (and some key features) of the vehicle. By touching the screen, users could request information on the New Beetle Convertible. Upon request, an email was sent to the user, inviting her to visit the New Beetle Convertible site or subscribe to VW News and create a personal profile. From then on, the user would begin receiving news tailored to her profile.

Among the consumers who asked for information via the interactive kiosk: • 73% subscribed to the VW Newsletter• 34% created a personal profile• 52% opened the e-mail and visited the New Beetle Convertible microsite to learn more about the model