20th Century Fox has just launched a mini-site to promote the release on DVD of the movie Eragon. As in the Nokia example a few days ago, they've decided to take a surreal & ironic communication approach. The site is called Volksdragon, and has the apparent goal of marketing and presenting a new and unusual transportation mean: a dragon. Even if the shapes reminds that of the New Beetle, the dragon is the real (!!) product advertised on the site: it can be customized in colors and also offers a wide selection of optional gadgets.

Before making your purchase you can customize the dragon, and select the paint scheme you prefer, the stereo system you want on board etc... Below you see how my model looks like... Red, with a very comfortable seat and a huge sound system...

A brilliant idea for 20th Century Fox, an amusing experience for the visitors and a great product placement for Volkswagen. Looks like everybody will be happy :-)

The agency behind Volksdragon is Fuel Industries.

The overall site is a great idea since it truly looks liek a volkswagon but is advertising for something completly different. I think the overall concept gives people a way to get themselves involved as well is a great marketing strategy. people like it when they can interact with a particular concept or idea. I like this idea for the premier of eragon it gives way more of a idea of what the movie is about and makes me want to see the movie.

Posted by: Brittinie at March 16, 2007 12:57 AM

Was this tongue-in-cheek? Your link just points to a boring standard DVD promotion site, nothing special about that. Damn, I was already looking forward to pimping my own Dragon...

Posted by: Jussi at March 16, 2007 12:02 PM

Couldn't seem to get through to the Volksdragon microsite from the URL you'd posted. Is there a specific link I should click?

Posted by: Alpha Bravo at March 16, 2007 01:09 PM

can't find the website through your link !!!!??

Posted by: yop at March 16, 2007 02:25 PM

Ops, sorry! Now the link is updated and takes you to the right site...

Posted by: Martina at March 16, 2007 02:25 PM

Hi there... I definitely like the "Pimp my dragon" concept ! and btw, martina, your blog rules ;-)

It's always a source of inspiration.

JP

Posted by: JPS at March 18, 2007 09:26 PM