Volkswagen Cheer Zone at the Chicago Marathon
With a brand that elicits as much passionate loyalty as VW, it’s always fun to bring the party to the people.
Consistent throughout all of our activations for VW is the notion that VW is a great fit for young, active singles and families who have passions of their own. Tie-in programs with Major League Soccer Tour/MLS Futbolito, enthusiast events like the legendary H20 weekends, and the Chicago Marathon are all great opportunities to engage with consumers who know and love the brand, and who are interested in learning more about it. At this Chicago Marathon, VW marked its 15th anniversary of sponsoring the event with a showcase featured legendary ultra-runner “Diesel” Dean Karnazes signing autographs, 6 new 2011 models on display, product specialists on hand to answer every conceivable question about the car, and lots of swag – ranging from flip-books starring you, to t-shirts, water bottles and customizable. On race day, VW created the high-energy cheer zone, complete with an impressive 53′ trailer and celebrity DJs to keep the runners, and their fans, energized at mile 12 of the race. Between the Expo and Cheer Zone, we engaged 125,000 passionate fans. Across a variety of activations, we consistently engage young active lifestyle consumers in their passion for sport and for VW.