Client: Volkswagen Canada
Office: Toronto, Canada
Introducing Buzzcodes: a cinematic scavenger hunt that rewarded pop culture fans for finding the new ID. Buzz’s lookalike, the Volkswagen Microbus, in any film or TV show from the past 70 years. Fans searched seven decades of movies and TV shows to find licence plate numbers on any Volkswagen Microbus that appeared on screen. These licence numbers became promo codes that unlocked prizes.
Volkswagen has long been a pop culture icon. Their vehicles have appeared in movies and TV shows for decades. So, to launch the all-new ID. Buzz, VW leaned into its rich cinematic heritage and became an official sponsor of the Toronto International Film Festival (TIFF). But VW didn’t want to be just another logo on a wall. VW wanted to get pop culture fans engaging with their brand.
The ID. Buzz evokes a sense of nostalgia for pop culture fans because it’s designed to look like an icon from the past: the beloved 50s-era VW Microbus, a vehicle with some of the most iconic film and TV appearances of the past seven decades. Take a closer look at all those appearances, and you might just spot a licence plate.
Introducing Buzzcodes: an epic cinematic scavenger hunt that rewarded pop culture fans for finding Volkswagens in film and TV. We scanned seven decades of movies and TV shows to find VW licence plate numbers that appeared on screen. These licence numbers became promo codes that unlocked prizes.
Clues in the form of illustrated vanity plates depicting a moment from a film or TV show where a Buzzcode could be found were dropped on social media. To win, all fans had to do was post the film or show where they found a VW along with the corresponding Buzzcode (licence plate number).
By gamifying 70 years of VW cinematic appearances, we got people looking for our vehicles by watching and rewatching countless hours of content. And we got them to talk about it on their social feeds.
Buzzcodes generated 146M+ earned media impressions from 188 pieces of coverage across mainstream news, entertainment, culture, and trade outlets. The campaign also drove significant social engagement, with an 868% increase in followers across all of Volkswagen's social platforms, and a 414% increase in traffic to Volkswagen's sponsorship page, demonstrating that cultural attention converted into consumer interest.
Social Media — Specific Target Audience
Silver
Direct — Social Media
Bronze
Direct Marketing DM_17: Social Media Post - Single or Series
Bronze
Social Media SM_14: Social Media Stunts & Activations
Bronze
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