Volkswagen and VOK DAMS proved that the latest event trend of “hybrid events” allows you to be successful, communicate on a wide range of platforms as well as contribute to the topic of “sustainability and raise awareness of environmental issues.
With “Think Blue.”, Volkswagen accepts its responsibility for ecological sustainability. Everybody can make their contribution: Volkswagen with fuel-saving and low-emission solutions; people with their eco-conscious behaviour.
To get as many motorists as possible onboard, or into the Golf BlueMotion, the “Think Blue. Spritsparathon 2011.” was initiated. In six regional competitions, the participants could qualify for the big finale in Germany – by showcasing their fuel-saving driving and their knowledge about the topic of sustainability. The project was promoted not only in the usual media with a wide coverage, such as the car magazine ADAC Motorwelt and a homepage, but also in mobile and digital media, especially social media.
At the big finale in Germany, a rally from Wolfsburg to Berlin with many interactive “sustainability stops” culminating in a grand finish that received much media attention at Potsdamer Platz, the national winning team, who could keep their Golf BlueMotion, was determined. Here, cooperation partners, such as the German Nature and Biodiversity Conservation Union (NABU), provided information about the topic of sustainability at different stands and an event programme offered people of all ages the opportunity to experience the topic firsthand.
The winning team of the “Think Blue. Spritsparathon 2011.” also qualified for the international finale, the “Think Blue. World Championship 2011.” in which teams from 10 countries will participate. This event will also be overseen by VOK DAMS Hamburg. Together with the social media specialists of VOK DAMS.Consulting and the agency “trommsdorff + drüner”, who created Volkswagen’s interactive platform mythinkblue.de, VOK DAMS Hamburg were responsible for the concept and its execution as well as the idea generation including the social media activities for the competition.
