Case Study: Volkswagen Punch Dub Campaign

In 2010, Volkswagen collaborated with Duetsh LA to create the 'Punch Dub' campaign. The campaign consisted of many YouTube videos,  a Super Bowl commercial and a game called 'Punch Dub' where every time you saw a Volkswagen, you called out the color of the car and punched the person next to you. This game was a remake of the original game 'Punch Bug' and was created to develop more awareness of Volkswagen and its 13 different models. I found this campaign to be one of the best that I have ever seen because not only did sales go up 40% that year, but people will selectively look out for Volkswagen cars to play the game, and Volkswagen found a way to integrate themselves into the culture as everyone continues to play 'Punch Dub.' 

Sluggy Patterson is a fictitious character that was made up to explain 'Punch Dub' and what rules pertained to the game. As Volkswagen attempted to create viral videos for the 'Punch Dub' campaign through YouTube, the most views one of their videos received was a little over 600, which is not very many. However, the videos are pretty funny and these are my two favorite videos of Sluggy Patterson:

What are your thoughts on the Volkswagen Punch Dub campaign?