2011 VW Polo GTI Breaks Cover on Facebook

Previewed back in February and having its official public debut at the Geneva Auto Show a month later, the 2011 Polo GTI is now the first Volkswagen product that uses a social model platform for its market launch. The model is being presented to customers in Europe exclusively via Facebook.

Facebook users and fans of the German car brand are notified on Volkswagen’s Polo GTI the slogan “Fast Lane – Driven by Fun”. The German carmaker chose this way of campaigning its new model in order to inspire young drivers for the Polo GTI.

“Our aim is to inspire young people for Volkswagen brand products – in an international dimension,” Luca de Meo, Director of Marketing, Volkswagen Group and the Volkswagen Passenger Cars brand, said in a release. "This campaign gets us close to customers and at the same time gives us the opportunity to engage in an intensive dialog with them," de Meo continued.

To begin with, Volkswagen’s English-language Facebook profile incorporates three videos that do not set a clear focus on the new Polo GTI, and also features a "Fast Wall" that displays messages from Bestfriends.

“These videos depict clever scenes that add an unusual touch to everyday life, such as a giant slide at subway steps, a particularly agile supermarket cart or an elevator that sounds like a rocket about to take off. The films convey the thrill of speed without encouraging fast driving,” a company statement reads.

Furthermore, the Facebook profile of Volkswagen also features a competiton inviting users to get creative and submit their ideas. Further details can be accessed by following this link.