Users who arrived to V-dubsRock.com during the height of VW’s First Act guitar promotion found an online experience that was more rock concert than website. They were greeted by the hard electric licks of famed rocker Slash, just as the true star of the site, the First Act guitar, rotated into view. The site’s main purpose was to introduce the public to the VW special edition GarageMaster guitar, which brings another level of music to your VW by plugging into your car and playing through its stereo. However the site went way beyond simply showing the guitar and talking about the promotion. It offered a comprehensive 3-D look at the guitar itself, and provided a host of other guitar experiences for amateurs and aficionados, alike.One of the most popular offerings on the site were the online guitar lessons from Dweezil Zappa. For those new to the electric guitar, Dweezil offered basic lessons for getting started and getting to know your First Act guitar. For more advanced players, Dweezil cranked it up, offering licks and party tricks that would impress any crowd. Users could also learn how to play the songs featured in the television commercials. The site also hosted the world’s first online Uber Rock God contest. Spanning the 12 weeks of the promotion, users visited the site to vote on different rock god hopefuls tearing it up on their own personal axes or on a First Act guitar they saw at an event or received with their new VW. At the end of the promotion, the uber rock god was named and received Web-wide bragging rights and the one and only black-on-black First Act guitar pre-shredded by Slash on his television commercial. The site also offered an exclusive back-stage making of video starring Christopher Guest, as Nigel, on the set of his VW commercial. As well as an extensive library collection of jams and back-up music that First Act owners could listen and play along to when they felt the need for a virtual jam session.

Between the Dweezil Zappa lessons, the library of jams, the behind-the-scenes exclusives and the rock god contest, the Vdubs Rock website became a complete guitar resource for the promotion, as well as a micro web community for anyone interested in seeing what the Volkswagen special edition GarageMaster guitar was all about.