OBJECTIVE: To generate excitement for the launch of the New Beetle Convertible, promoting its stylish line of new colours, by making a strong impact against the VW customer in the spirit of the brand to drive traffic to VW.com.STRATEGY:Leveraged Style.com's editorial credibility and expertise to create customer content that integrated the New Beetle Convertible with 'must have' fashion items.TACTICS:- Created a shopping guide that used the colours of the New Beetle Convertible as the navigation to shop the featured items- Partnered with an e-commerce site, Vivre.com, to provide and allow for the purchase of fashionable items- Integrated lines to VW.com for more information- Rich media advertising units designed to capture user attention by playfully demonstrating the spectrum of New Beetle Convertible colours and entice them to shop.