Automotive Events Thinking that moves.

JETTA TDI CUP RACE SERIES

When Volkswagen (VW) set out to launch the clean diesel Jetta TDI—powered by the first 50-state emissions standards compliant diesel engine in the U.S.—Automotive Events created an event footprint and experiential marketing campaign that made the car the star, building product awareness and creating a buzz. The at-track event series touched a massive, targeted audience—from lifestyle and automotive media, to motorsports fans, to new VW partners and sponsors. With events held across North America, motorsports fans turned out in droves and media outlets were all over it. ESPN SportsCenter did an in-depth piece touting VW as the leader in clean, green automotive technology . Social media traffic also flourished. VW’s return on investment was unmatched for the number of media impressions, the quality of programming and level of sponsorships secured. The kicker: Jetta TDI went on to earn Green Car of the Year honors.