Volkswagen of America, which has sponsored the D.C. United soccer team since moving operations from Auburn Hills, Mich. to Herndon, Va., is launching a national contest around the World Cup. The automaker, which is also sponsoring Univision's broadcast of the games, is dangling a chance for a fan to appear in a national TV spot during the global event.
The effort features "Ramoncito" Morales, former captain of Chivas de Guadalajara and Ramon Ramirez, top Mexican player, who urge soccer fans to create and upload "fanistitial" videos documenting their passion for soccer. Consumers can upload videos to the Volkswagen Facebook fan page at www.facebook.com/vw.
VW will pick several winners to appear in the ad that will air on Univision during the cup broadcast. The automaker will also air a series of vignettes and three 30-second TV spots that are intended to connect the global appeal of the game with the global reach of Volkswagen. One shows fans from different countries driving different Volkswagen models while displaying each of their nations' flags and national colors. They converge on a Latin American town square.
The automaker will have a bilingual digital presence on Facebook, Yahoo en Español and MSN Latino, as well as grassroots efforts at dealerships, MLS games and community soccer tournaments in the U.S.
Volkswagen is title sponsor of the Volkswagen arena in Wolfsburg, Germany, and owns the VFL Wolfsburg football club at its global headquarters. Volkswagen of America is the official automotive partner of Major League Soccer, and is doing a 19-city mobile marketing tour showcasing Volkswagen's product family at local youth soccer tournaments.