As part its latest campaign, Volkswagen has used new interactive technology to encourage viewers to engage with a series of its advertisements for the new Golf model, by voting for their favourite song of all time.
The ads have come as an extension of the brand’s multimedia ‘one thing’ campaign for the new Golf which has asked people to think of, for example, the one place they would like to live, one movie they would like to see, one food they would like to eat and finally the one car they could rely on for the rest of their life.
The ad will premiere TV event during ITV’s The X-Factor semi-final live show tomorrow, Saturday 1 December and will ask viewers which song they would pick if they were only allowed to listen to one for the rest of their life. Viewer choices will be displayed and used as part of the creative, either to encourage more consumers to vote during the mid-programme message or as part of the final winner announcements.
Volkswagen wanted to take advantage of dual screening, whereby consumers watch TV programmes while also using their mobiles or tablets. With this in mind its media-buying agency worked with Monterosa, the two-screen specialist behind the interactive elements in Million Pound Drop and Style The Nation TV shows, to ensure dynamic content is generated in real-time as consumer responses come in.