Cinema Benefits is an owner appreciation event that Volkswagen offers to their loyal drivers every four months. But this time, we had a big announcement to make: The Beetle would have its last edition released. To celebrate the most loved Volkswagen car model, we collaborated with the movie Bumblebee, which featured the Beatle in one of its firsts editions.
We used our robust CRM database with an engaging and personalized series of emails to get the drivers excited to watch firsthand the movie's premiere. The communication also involved social, a game with prizes and all owned properties.
On the day of the event, we had a huge celebration planned that included interactive displays and a booth you be the star of a Beetle movie. A trivia video entertained and educated the driver about the Beetle, followed by a video to say goodbye to this icon. After this event, a campaign, that can be seen here, was launched to promoted the last Beetle.
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