Volkswagen's Dragon Dance ad was released to celebrate the Chinese New Year, and to build up its influence on Asian drivers. The viral ad features a bubble car moving throughout Beijing city center, which then morphs into a magical dragon in celebration of the year of the dragon before winking at the screen and flying away.
Volkswagen's Dragon Dance showcases a new direction of advertising for the automaker. The ad is another example of how companies are shifting their vehicle of primary communication from television to the Internet and other facets. The Internet proves for a more engaging atmosphere than television, and with the rise of PVRs and on-demand programming, these ads have less of a risk of being skipped over.
Key Themes Behind This Trend
- Virtual Ads
- Companies are shifting from traditional ads to more engaging virtual ads.
- Localized Marketing
- Localized marketing strategies such as Volkswagen's Dragon Dance ad are becoming popular.
- Mobile Advertising
- The rise of mobile usage makes mobile advertising a disruptive innovation opportunity.
Where This Applies
- Automotive Industry
- Automakers can benefit from investing in creative advertising campaigns that utilize virtual ads and localized marketing.
- Marketing and Advertising Industry
- The shift towards virtual ads and localized marketing presents new opportunities for advertising agencies and marketers.
- Mobile Industry
- Mobile advertising has great potential in reaching a wider audience and can be a disruptive innovation opportunity for businesses.
