• by OMMA Magazine Writers , August 22, 2011

It takes time before some new products catch the attention of consumers. For Volkswagen's launch of the 2012 Passat and Beetle models around the Super Bowl, it took multiple listings in paid search and Facebook campaigns to drive traffic, as well as targeting long-tail competitive brand terms; expansion of distribution of TV spots; football-related site placements like espn.com; and retargeting YouTube VW viewers across the Google Display Network. Web search result impressions for VW during and after the Super Bowl rose by more than 1, 232 percent, compared with the prior year. It also drove up more than 2,212 percent clicks to vw.com on game day, and 180 percent higher click-through rates. VW's February 2011 retail sales rose 32 percent, and record monthly sales were recorded in April.