Marketing Strategy - VW golf challenge: a resolutely digital campaign.
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I was reading a nice article regarding marketing strategy from a very big company Volkswagen France is pulling all the new marketing strings for the launch of the Golf 7. And it is increasing the tension by playing on the delay effect.
You can get the video on YouTube regarding the challenge.
Theme : Golf, there are everywhere. Nearly two million in France since 1970. That is to say as much as the population of Paris or even 4 golf courses per sq km.
The question : How many will you be able to capture?
I had tried to open the website but it is not showing as it's been very long time and Website might be updated. But as per the challenge the website was dedicated to the new Golf . And a specific golfchallenge. where you can discover the prizes to be won, the challenges to be taken up, the photos to be discovered soon . The teasing video continues but the app is not showing the download, The tension is therefore rising.
Game is very easy.
If we tell you that the principle is simple, do you believe us? Because it is really simple, very nice and fun ! The goal is as follows: take as many Golf photos as possible with the application . Note that the game is really functional , very clear, with explanations as soon as you need it. In short, a quality application worthy of Volkswagen.
A smartphone challenge
The rules of the competition are very simple and the tests are rather cool:
Photograph golf courses using your smartphone and post them on the site
Complete challenges that are automatically unlocked depending on the color of the Golf photographed, its location or the number of photos sent earn points to try to win the new Golf 7.
This is very brilliant marketing strategy For niche customer who want to purchase new cars. By this strategy they will attract the golf players.
And you all know golf is the game of rich. So to attract rich class of customers they have launch this contest. This is how company attract new base of people to buy their products.
Image Credit : 1
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It is certainly a strategy to induce you to buy a vehicle as you rightly point out although I don't know if it can really do that as fewer people play golf these days although it will certainly capture the attention of a few. Very good explanation
Hi
marketing campaigns that think of new tricks to get attention sure have a way of pulling out the rabbit out of the hat.
I am sure such campaigns can get the desired results. Innovation is the key to marketing these days.
Sometimes where big budgets fail innovation wins and this seems to be one such campaign.