Volkswagen is claiming its Detroit motor show podcasting marketing campaign is unique.
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The programme gives internet visitors a look at the automaker’s newest cars and access to a ‘candid conversation’ with its top brand chief. Additional ‘Detroit flavour’ includes clips from local musicians.
Volkswagen said it created the numerous podcasts, available on its main North American website, to create a ‘buzz’ about new 2006 and 2007 models, such as the GTI sports hatchback, and give outsiders a taste of Detroit, home to the best-know motor show in the US.
Local radio personality Ann Delisi voices introductions to the podcasts and conducts interviews with enthusiasts and auto industry journalists.
Featured interviews include an in-depth conversation with new VW brand chief Wolfgang Bernhard and other executives.
“This series of podcasts gives our customers the variety of content they are asking us to provide,” said VW of America media and interactive marketing head Tesa Aragones.
Detroit area VW owners also took part in a ‘ride and drive’ programme that was followed by driver interviews to capture first impressions of the new GTI.
In total Volkswagen has created 16 podcasts around the show.
Subscribers to the music podcasts receive a new podcast featuring the artist of the day via an RSS feed — every day of the motor show, which opened to the public on Saturday (14 January).
For those outside Detroit, Volkswagen has provided vehicle “walkaround” podcasts of the 2006 GTI and 2007 Passat wagon. These podcasts offer listeners an in-depth, technical look at the new vehicles and tempt them to see the cars in person.
Volkswagen worked with Quill Communications of Royal Oak, Michigan, and digital marketing partner Proxicom to make the podcasts.
