After Deutsch won the Volkswagen account, James Kern's team built a national experiential program for VW, including duplicate event kits and teams deployed at sponsorship activations across the US, plus DC United soccer activations, the TDI Cup racing series fan experience, and a new Jetta launch campaign at five major US airports.
When Deutsch won the Volkswagen account, it included all marketing disciplines, which demanded they add a true experiential creative department to their team. We were honored to be their choice. Over six months, we helped assemble a national campaign, creating an event kit (actually five duplicate event kits to be stored at hubs around the US, along with five teams to run them) for VW to deploy at any sponsorship activation. Additional highlights included pregame and halftime activations around DC United's soccer games (VW is their jersey sponsor), and a VW "garage" at one end of the field. We produced the fan experience for the TDI Cup racing series, featuring TDI-enabled Jettas on NASCAR tracks, and a custom mobile tour truck for each of those race tracks with activations for racing enthusiasts. We also helped create the launch campaign of a new Jetta with airport activations in 5 top US airports (ORD, JFK, LAX, ATL, DEN).
