This is how you do it
Published by Nick Hall on 22 October 2009.I posted a link earlier today, sent to me by Nichole on the front desk under the guise of our Cool Thing Of The Day initiative. What she sent is an exceptional use of social media, and a resounding example of how it can (and should) be done to build the brand.
The concept came from Volkswagen, and is called The Fun Theory. The link is below, but before you view it, please take a minute to consider the following.
Volkswagen makes vehicles, and a large part of the promise of VWs is fun, certainly if you consider their passenger line of cars and SUVs. They're also fuel-efficient for the most part, with heavy emphasis on their largely proprietary diesel technology.
The videos you'll see are wonderfully creative examples of how our resistance to change can be essentially removed if it is rewarded with fun. Note how you don't see a car anywhere, and their logo only appears very small in the top right-hand corner. A built-in contest adds longevity and community involvement to the entire program as well.
As you watch, think about how these ideas might tie into the VW brand, because they most certainly do (hint: Responsibility + change + fun = VW). Then imagine what you could do with your brand (and if you need help with that part, contact us).
Enjoy The Fun Theory