Volkswagen recently announced the launch of a new promotional campaign -- 'The No Show Room' -- to debut the new Passat Alltrack 4MOTION, a new car that pays homage to the Swedish national ski team. The campaign asks participants to find the brand's "most inaccessible showroom" somewhere in Sweden, and the first one to find the car wins it.
The No Show Room campaign will be marketed, among other things, on television with depictions of the Swedish national skiing team, including Charlotte Kalla and Frida Karlsson, pass by the showroom. According to the press release, "the ski team had an advantage when it came to reaching the showroom... [but] for the lucky winner of the competition, there will be no problems driving back. Our cars are adapted for Swedish winter."
To help participants find the coordinates of The No Show Room, Volkswagen will be releasing clues until January 21, 2020.
Secret Car Finding Contests
Volkswagen Launched 'The No Show Room' Giveaway to Promote Its New Car
Trend Themes
1. Location-based Marketing - Using hidden showrooms and contests to engage customers and generate brand awareness through interactive experiences.
2. Experiential Marketing - Creating unique and immersive campaigns like car finding contests to deeply engage with customers and leave lasting impressions.
3. Brand Collaboration - Partnering with national sports teams or influencers to leverage their popularity and expand brand reach in targeted markets.
Industry Implications
1. Automotive - Automakers can explore innovative promotional campaigns like hidden showrooms and contests to create buzz around new car launches and increase customer engagement.
2. Marketing and Advertising - Marketing agencies can utilize location-based marketing and experiential campaigns to help their clients create memorable brand experiences and drive customer acquisition.
3. Sports and Entertainment - National sports teams and influencers can collaborate with brands to create mutually beneficial marketing campaigns that engage fans and promote their products or services.