The Volkswagen Experience
For over two years I was the design lead for Volkswagen USA's experiential program.
Events were all year long and located all over the country. While also split up between two demographics — the Enthusiasts and the Cyclists.
Our team created experiences that left impactful impressions for both groups by tapping into their specific interests.
Enthusiasts
VW enthusiasts are the group of people who eat, sleep and breathe everything Volkswagen.
They are part of a community of individuals who are passionate about the brand, customizers of their own vehicle and fans of Volkswagen Motorsport.
Cyclists
Volkswagen is a partner of USA Cycling and events typically took place at races.
VW is an advocate for lowering your carbon footprint by encouraging consumers to go out and ride their bikes.
This is opposite encouragement we tend to see from other motor companies, which we've grown to expect from VW marketing efforts.
The set up
Depending on the event, different pieces such as activations, featured vehicles, a-frames, banners and premiums were used.
The set up below is the staple pieces that were included at all events.
Haulers
Experiential events took place all over the United States. Trailers were used to haul event items to their specific locations.
The tractor trailer was used for larger events while the smaller trailers were used for events on a smaller scale. Small trailers and hauled by a Volkswagen Touraeg.
Tents & Facades
Tents were used to house everything from experiential activations to food. The facade was a large covering that stuck out from the tractor trailer to act as the housing for main attractions at the event.
Herzlich Wilkommen
Banners were used to mark different locations of the event.
The welcome banners however said "Welcome" in multiple languages. These are the spoken language of every country where VW manufactures are located.
A frames
A frames were used to showcase information on anything from vehicle specs, instructions at each activation, to meet-and-greets with the athletes.
Premiums
Premiums were given out to event goers after they filled out a driver survey at our booth.
This allowed us to connect with potential car buyers and and get feedback from consumers.
T-shirts & posters
Designs incorporated the events location and date on the back. The front design typically featured a VW vehicle showcased at the event along with elements that represent the location.
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