Volkswagen Interrupts Movies to Promote Its Pedestrian Detection System
Laura McQuarrie — May 23, 2015 — Autos
References: vw & guerrillamarketingzone
In order to promote its pedestrian detection system in a novel way, Volkswagen went to the movies—but not in the way you're probably thinking. Advertising pre-movie is common, but this advertisement was designed to appear in the middle of a movie, only when people got up from their seats because the detection system always "stops if there is a pedestrian."
It would be embarrassing to be called out as part of this stunt, but the disruption likely already caused the audience to shift their attention away from the big screen. By filling these few moments with a brief intermission for advertising, the Volkswagen's clever stunt was actually able to elicit a few chuckles from the audience.
It would be embarrassing to be called out as part of this stunt, but the disruption likely already caused the audience to shift their attention away from the big screen. By filling these few moments with a brief intermission for advertising, the Volkswagen's clever stunt was actually able to elicit a few chuckles from the audience.
Trend Themes
1. In-seat Advertising - By inserting advertisements in the middle of movies, brands can capture the attention of audiences during moments when they are most likely to be engaged and receptive.
2. Disruptive Marketing Strategies - Incorporating unexpected advertising tactics, such as interrupting movies, can generate buzz, create memorable experiences, and differentiate brands from competitors.
3. Interactive Advertising - Engaging audiences through interactive advertising experiences, like Volkswagen's stunt, can not only capture attention but also create positive associations and brand recall.
Industry Implications
1. Automotive - Automakers and automotive brands can explore innovative advertising approaches, such as integrating their products within experiences like movies, to reach and engage target audiences.
2. Entertainment - The entertainment industry can embrace disruptive marketing campaigns to enhance audience engagement and capture the attention of moviegoers through unexpected experiences, like in-movie advertising.
3. Advertising - The advertising industry can explore new avenues for delivering messages, such as in-seat advertising, to create unique and attention-grabbing opportunities for brands to connect with consumers.
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