Posted Dec 19th 2012 7:15PM
Volkswagen has proven that it can make a big splash among the high-dollar Super Bowl ad blitz. In the 2011 edition of the Big Game, the German automaker debuted The Force spot, which was widely popular, arguably maintaining its significance even after the 2012 Super Bowl spots aired. Recognizing the popularity of that ad and capitalizing upon it, VW unveiled The Bark Side.
According to VW, its ad campaign pulled huge numbers, with more than 55 million online views for The Force, and said helped contributed towards VW's 35 per cent year-to-date sales increase. Volkswagen sees this year's Super Bowl as another chance to make gains in the North American automotive marketplace. To that end, it is returning a fresh new ad. While no details were given as to the content of the ad, the Star Wars-inspired ads will be a hard act to follow. Check out the previous VW Super Bowl ads below and let us know if you think VW will go the Star Wars route again in the comments below.
VOLKSWAGEN RETURNS TO THE BIG GAME IN FEBRUARY FOR THE FOURTH CONSECUTIVE YEAR
Brand to premiere new 60-second spot on February 3rd
Herndon, VA (December 18, 2012) – Volkswagen of America, Inc. announced today it will advertise during the Big Game for the fourth consecutive year. Volkswagen cruises into 2013 with a new advertisement and integrated marketing campaign to premiere on Game Day.
"After a record-setting 2012, Volkswagen looks to the Big Game as an opportunity to sustain momentum in the year ahead," said Tim Mahoney, Chief Product and Marketing Officer, Volkswagen of America, Inc. "We are excited to build upon our storytelling legacy during one of TV's most watched events."
Volkswagen enjoyed unprecedented viewer engagement in previous years after Big Game spots, including "The Force" and "The Dog Strikes Back," which featured the 2012 Passat and 2012 Beetle, respectively. "The Force" was voted the Number One ad of 2011 by ADWEEK and garnered more than 55 million views online, while "The Dog Strikes Back" was named one of 2012's leading ads on YouTube by Google. Volkswagen's 2012 Game Day spot and its teaser, "The Bark Side," have received a combined 33 million views to date.
The acclaim helped Volkswagen achieve the success it enjoys today, including a 35 percent sales increase year-to-date and 27 consecutive months of year-on-year growth, as of November 2012.
To continue the momentum, Volkswagen's 2013 Game Day commercial and digital/social media support will build on the brand's tradition of sharing simple, human stories and align with its Why VW brand campaign and social media storytelling platform, which allows owners and fans to share their individual Volkswagen experiences with the world.
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About Volkswagen of America, Inc.
Founded in 1955, Volkswagen of America, Inc. is headquartered in Herndon, Virginia. It is a subsidiary of Volkswagen AG, headquartered in Wolfsburg, Germany. Volkswagen's operations in the United States include research and development, parts and vehicle processing, parts distribution centers, sales, marketing and service offices, financial service centers, and its state-of-the-art manufacturing facility in Chattanooga, Tennessee. Volkswagen is one of the world's largest producers of passenger cars and Europe's largest automaker. Volkswagen sells the Beetle, Beetle Convertible, Eos, Golf, GTI, Jetta, Jetta SportWagen, Passat, CC, Tiguan, Touareg and Routan vehicles through approximately 600 independent U.S. dealers. Visit Volkswagen of America online at www.vw.com or media.vw.com to learn more.
"VW", "Volkswagen", all model names and the Volkswagen logo are registered trademarks of Volkswagen AG.