Volkswagen is in the midst of a multi-market tour designed to promote
its partnership with Major League Soccer. The brand is leveraging its
own vehicles—including Routans Jetta TDI’s Rabbits and CCs—to
comprise a fleet that brings the recently redesigned MLS Cup to each
At each event consumers can take part in a number of VW-inspired soccer activities.
The Rabbit Free Kick allows fans to sharpen their kicking skills by
chipping a soccer ball into a custom soccer net built to fit around the
open trunk of a VW Rabbit. At the Tiguan Toss fans can practice
throw-in skills by tossing a soccerball into a soft rim that positioned
around the sunroof of the VW Tiguan. At the Routan Fifa Station soccer
can play the FIFA 08 on Xbox gaming systems and plasma TV screens built
into the trunk of the vehicle. Inside the Routan the brand is
screening Road to Cup webisodes on the vehicle’s Rear Entertainment
taken with the MLS Cup which has been newly-redesigned by Tiffany
& Co. which has designed the trophy since 1999. All pictures are
uploaded on vw.com where fans can log in and redeem their pictures.
Ben Friedsen sports marketing manager for Volkswagen told Buzz that
the MLS aligns with the brand because the organization “attracts
passionate soccer fans and Volkswagen prides itself on having
passionate owners of their automobiles. Volkswagen thinks its stylish
powerful and efficient cars are a perfect fit with the aggressive
fast-paced and athletic play of Major League Soccer.”
The tour launched Nov. 6 in Chicago and wraps on Nov. 23 in Los Angeles. Agency: Crispin Porter & Bogusky Miami.