Volkswagen has just launched its special edition Beetle Luna and it's promoting it with a direct marketing action to drive traffic the Beetle Art minisite. Proximity London will distribute 90,000 packs to target female Volkswagen customers aged 25 to 49 "for whom style is the most important factor when choosing a new car".

Beetle Art (design by Tribal DDB) allows users to create, view and print out a copy of their customised decal designs. The website also allows visitors to enter a competition to win their creation.

news via Brandrepublic (sub. req.)

back in '96 VW used a similar approach in the first website for the beetle. The car wasn't even in stores yet. There was a contest where users could send in their designs, based on a b&w; template on the website. actually it was my first job (in the online business) to prepare this template for download! as trainee at BBDO Interactive, Düsseldorf

Posted by: jaro at June 4, 2006 11:18 PM