To make the Volkswagen Jetta well-known, the parallel use of online ads and a web special creates maximum awareness. The ads arouse viewers’ curiosity by means of a “crucial experience”, which is shown by clicking on the web special. The special combines the advantages of television with those of the Internet--users are addressed in an emotional, attention-grabbing way. They have the opportunity to actively discover the Jetta and become acquainted with it from all angles.