We needed ambassadors to start the battle. Maximilian Arnold and Luiz Gustavo: teammates from VfL-Wolfsburg and presenter of the nations Germany and Brazil!

In a viral they showed how it could be done. At the end they asked their fans to send them ideas for car decoration.

To encourage the target audience, we brought on board three social media ambassadors.

Each as captain for a “Cup! Special Edition” team. They asked their social community – the target audience – to come up with ideas for the craziest fan car and they stayed in touch with their community throughout the campaign.

Regularly video updates showed the challenges each team faced and every entertaining episode generated even more community engagement.

Volkswagen was seen as one of the biggest World Cup sponsors across digital media, despite not being one.

The most successful Volkswagen social media campaign ever! More than 30% engagement, more than 10.000 crazy ideas and more than 100.000 comments, likes and shares. Over 150 million impressions, 3 million views and 1.5 million visits on our content hub.

Together with 21 million fans, Volkswagen created the ultimate German fan car and our team finally won the cup! Our support was worth it!