VW of America finds ways to advertise during 2014 FIFA World Cup

Article by Christian Andrei, on June 17, 2014

Hyundai Motor America is currently having its high time as the official automotive partners of the 2014 FIFA World Cup in Brazil. Hyundai even got exclusive sponsorship of the game’s TV halftime shows on ESPN and Univision. While that effectively shut off other carmakers, VW is undeterred. In fact, the German carmaker found a way to reach onto viewers of the game – online.

VW – through Deutsch, Los Angeles -- will have its presence felt on ESPN.com andUnivision.com via the so-called "Gooooooooolf Celebration Videos." Every time a goal is scored, digital banners will pop up showing the national colors of the country that scored on a GTI.

VW plays on the cry of "Gooooooooooooal," and replaces that sound with "Goooooooooolf." VW also plans for a homepage takeover of both ESPNFC.com on June 24 and ESPN.com July 4. VW is also sponsoring the Univision Fan Forum, where Univision editors pose questions for readers.

VW’s Hispanic agency COD will show a TV spot dubbed "Play by Play," show Argentinian sports commentator Andres Cantor teaching his son how to drive a GTI. The spot shows Cantor sounding like a World Cup announcer while making the tutorial.

Edelman Digital, meanwhile, launched digital marketing on Twitter and other social media channels. Sales VW brand vehicles dropped 12 percent in the United States in the first five months of 2014 to 150,317 vehicles, in contrast to the market’s 5-percent surge.

VW also saw a 37-percent fall in Golf sales in the period to 8,941 units. [source: automotive news - sub. required]

Topics: vw, advertising

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