To keep things fresh and exhilarating online, Volkswagen has launched a virtual recording studio. Business Insider reports that the inspiration behind the campaign was imagination. “We now have the power of technology to enhance our imagination, and to visualize the power of our voice,” says Volkswagen of America VP of marketing Vinay Shahani.
While promoting their Golf R, Volkswagen presents users with the chance to record themselves making car noises and then pairs the recording with a video of a car outside. Each recording is only ten seconds long, but it seems anything but short when you’re filming it. I invite you to check it out and challenge yourself to make epic car sounds.
If you feel too embarrassed by the final results, feel free to redo it. I admittedly had to re-record the audio three times before I could record my voice without laughing. In the end, you’ll have a chance to laugh at yourself and if you share it then your friends can join the fun!
The Unleash Your Rrrr campaign strikes a good balance between sales material and entertaining content. While you wait for your video to finish processing, there is copy to educate users about the vehicle’s features and specifications. It doesn’t feel like an ad and after making a fool of myself, I patiently read it.
To share the video with friends, your only options are Facebook, Twitter and Tumblr. Typically this kind of digital experience enables you to save a copy by emailing it to yourself, but Volkswagen clearly wants you to broadcast your YouTube video through social media.
This is a clever campaign from an automotive brand that produces funny user generated content with high production value. It’s easy to navigate and requires nothing more than a webcam and microphone. Great work, Deutsch LA!