Volkswagen Launches Multi-Platform Polling Initiative to Find Out 'What the People Want'

Volkswagen of America,
Inc. announced today a multi-faceted national polling effort to find out
exactly what the people want. Utilizing media, technology and
user-generated content like never before, the campaign allows consumers to
engage in live online and mobile polling. A real-time mouthpiece of the
people's collective voice, user-generated live polling begins at the hub
site, vw.com/whatthepeoplewant , and then spreads across the web and
in-market. The initiative is part of Volkswagen's new global brand
platform, Das Auto, and underscores its fundamental message of It's what
the people want.
"Volkswagen has a rich heritage as part of American popular culture and
a deep personal connection with its customers," says Tim Ellis, Vice
President of Marketing for Volkswagen of America, Inc. "It's what the
people want is a way of keeping in touch with what matters to people today.
Through this campaign, we offer a unique way for consumers to interface
with the brand by providing an interactive platform for their thoughts and
opinions to be seen and heard on a global stage."
To launch the polling initiative, Volkswagen teamed with GfK Roper
Public Affairs & Media to take a reading of popular opinion from a
representative national sample. Among the findings, Volkswagen found that
six in ten (62%) Americans believe that people should not have to use their
real names on Internet social networking sites despite heightened attention
to online safety; a majority (52%) of Americans do not want restaurants to
change their portion sizes in the face of a movement towards better health
and well being; and in a world where creating balance between work and
personal life is a priority, a resounding 85% of Americans say that people
should not be allowed to bring their pets to work.
With total votes to date exceeding 666,375 Volkswagen's interactive
polling program has produced interesting questions and findings on timely
issues in current events, lifestyle trends and social behavior -- ranging
from the everyday to the quirky. The following is a sampling of results
from the top 20 most-voted on polls, which received 4,865 votes each on
average.
-- The most-voted on poll, reaching 12,253 votes, shows that 73% of people
want to take the tiny soap and shampoo bottles from hotel rooms.
-- Maybe ice cream vendors already know this, but 60% of people vote for
cones more than cups.
-- The people are speaking out against reality television, with 87% of
people wanting fewer reality shows.
-- 65% of the people want boxers not briefs.
Consumers can participate in live polling by visiting
vw.com/whatthepeoplewant , where Max, a classic talking Beetle and the new
brand spokesman, will invite them to share what it is the people want.
Visitors can click to see the real time results of an array of popular
opinion polls, vote "yes" or "no" on a variety of topics, share polls with
friends, and even suggest new additional polls. By clicking "wear this
poll," people can purchase customizable t-shirts displaying polls of their
choice and who submitted it, thus giving people instant street fame.
The most active polls will have an opportunity to gain visibility on an
even larger scale. Volkswagen recently unveiled an interactive display in
Times Square where consumers can participate in live polling through the
ABC SuperSign. Volkswagen is the first brand to utilize the ABC SuperSign's
"live interactivity" technology, which allows two-way dialogue with
passersby via SMS. Located at 43rd and Broadway, the SuperSign is a live
3685 square foot electronic screen featuring Max and generating questions
from the database of polls hosted on vw.com/whatthepeoplewant . Consumers
can use their cell phones to text message "yea" or "nay" in response to
polls that appear on the SuperSign. Through innovative WAP technology,
their texted votes will stream live on a lower news ticker.
Poll results will also be dynamically displayed via web banners after
any poll reaches 1000 votes. These banners will be displayed across the web
in topically relevant places, such as near a news article that relates to
the poll's subject.
If music is more your speed, consumers can visit pandora.com from now
through May 9, 2008 to collectively influence the playlists of two
Volkswagen radio stations called "Music for the People." Listeners can vote
for which artists they want to hear, and Pandora will generate all the
requests into a truly democratic playlist.
For more information or to participate in polls, please visit
vw.com/whatthepeoplewant .
Volkswagen of America, Inc.
Founded in 1955, Volkswagen of America, Inc. is headquartered in Auburn
Hills, Michigan. It is a subsidiary of Volkswagen AG, headquartered in
Wolfsburg, Germany. Volkswagen is one of the world's largest producers of
passenger cars and Europe's largest automaker. Volkswagen sells the Rabbit,
New Beetle, New Beetle convertible, GTI, Jetta, GLI, Passat, Passat wagon,
Eos, and Touareg 2 through approximately 600 independent U.S. dealers.
Visit Volkswagen of America online at vw.com .