The strategy for this execution was to generate buzz around the new family car and how the users would use the Routan in their daily lives. A landing page within the Sabado Gigante franchise was created with relevant information on how to enter the constest and win a brand new minivan. On-air viewers and online users were asked to submit their videos via postal mail or upload it onto the VW landing page.
During a six-week-period, online and mail-in entries poured in. A pool of semifinalist were chosen by the client and showcased on a microsite.
Univision.com's users then decided on the three finalists that would be contesting for the grand prize, a brand new Routan.
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VW
Volkswagen tasked Univision with the creation of an engaging user experience to launch its latest minivan - The Routan. In collaboration with Sabado Gigante, Univision's longest and most famous show, a program was created where by Univision.com's users and Sabado Gigante's viewers were asked to submit a video indicating why they should win a brand new Routan.
Available
Freelance, Full-time, Moonlighting
Ray Gonzalez
Experienced Marketing Progessional
Hollywood, FL