In its eponymous quest to be the “people’s car,” Volkswagen first had to find out what the people wanted. To that end we launched VW's new campaign message, It's what the people wantwith a multi-platform digital initiative—its backbone being a national polling effort that utilized user-generated content, in the form of voters' responses collected through a mobile polling site and microsite.

Tagline:  It's what the people want.


Polling results were broadcast through the hub site,, as well as through contextualized banners, embeddable polls, customizable t-shirts and an interactive Times Square billboard—using new technology created specifically for the campaign.


Users were encouraged to submit their own polls as well. If enough people agreed with their poll, it became “what the people want.” It could then be seen on web banners, t-shirts and even a billboard in Times Square.


Our campaign was also the first to use the ABC SuperSign’s “live interactivity” technology in Times Square, which allowed users to vote on polls in real time with their mobile devices.

VW5_Times Square.jpg


All banners used an advanced form of keyword targeting that matched webpage articles with relevant polls from the database in real time—making it the first ever user-generated banner campaign to be served contextually.


For the more musically inclined user, we created two radio stations on called “Music for the People.” Users were then asked to help build the stations' playlists; consequently, Pandora received one of its highest rates of user submissions ever.


Total polling votes passed 3 million. What's more, Volkswagen saw a 38% increase in test drives. Recession who?