First, we turned VW’s Super Bowl spots into a highly anticipated event. We seeded teaser videos--and eventually the entire spot--online a week before the game, and placed the commercial with custom editorial content on online hubs like Yahoo! and MSN.As buzz mounted, we monitored the social space to ensure ownership of key search terms, leveraged Volkswagen-owned social channels, and sustained excitement through a retargeting strategy.To capitalize on buzz, we secured exclusive ownership of sports network ESPN’s mobile site the day of the Super Bowl. We also secured the coveted YouTube homepage the day after the game.

Within all of these placements, we drove consumers to our “Inside the VW Academy” web series to learn more about VW and the new Passat features. We also aggressively targeted consumers searching for competitive brands.

Finally, media support behind a retail sales message was moved up in February to drive people to showrooms.

It was a risk--turning the traditional idea of the “big reveal” during the Super Bowl upside down by purposely leaking our creative one week prior to the gameBut by tapping into the power of television, online, social media, search and mobile, our insights-driven strategy and ability to drive its momentum paid off...with outstanding results across-the board!- #1 digital strategy across all Super Bowl advertisers- YOY February retail sales up 32%- Over 32 million digital video views - dwarfing competitors- Highest rated video of all time in auto category - #1 in organic search post-game--a 17x jump for Passat