Because of Volkswagen’s historic connection to music, VW was looking to create another unique and appealing connection with consumers. To bring this vision to life Volkswagen partnered with First Act in a first-of-its-kind musical collaboration that rocked potential car buyers. VW introduced the VW GarageMaster, a custom guitar that plays seamlessly through the existing Volkswagen audio system. Every VW buyer of a Jetta, Rabbit, New Beetle or GTI received a VW GarageMaster. The campaign included all forms of traditional mediums: TV, radio, online, POS, and print. Non-traditional media included street buskers, an online Rock God contest, and a customized guitar.

‘V-Dubs Rock’ hit the national television airwaves featuring three Rock icons: Slash, John Mayer and Nigel. The spot directed consumers to visit v-dubsrock.com. Similarly, radio spots featuring VW owners playing VW GarageMasters through Volkswagens aired on national and local spot buys. The radio encouraged consumers to upload performances in an online contest, in which the winner was named Uber Rock God and received a celebrity-signed guitar. Soon after, national print, primarily placed in music-inspired publications, hit newsstands. Amidst the traditional media, VW sponsored street buskers playing VW GarageMasters through VWs and held radio promotions for consumers to interact with the GarageMaster and its connection to Volkswagens.