VW Scores In-Game World Cup Action With Web Play
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The 2014 FIFA World Cup Brazil starts today. Which means it’s time for non-sponsor Volkswagen of America to roll out its ambush marketing plans for the Golf GTI against official auto partner Hyundai Motor America.
VW’s ad agency Deutsch, Los Angeles, will dance around Hyundai’s exclusive sponsorship of TV halftime shows on ESPN and Univision by inserting so-called “Gooooooooolf Celebration Videos” on ESPN.com and Univision.com.
When goals are scored, these digital banners will pop up. Viewers will see different-colored GTI’s (matching the national colors of the country that scored) racing across the pitch. Instead of the familiar fan cry of “Gooooooooooooal” they’ll hear “Goooooooooolf” to promote the performance-oriented GTI, which VW says is more popular with younger and Hispanic car buyers.
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