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 event.
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 System.
uploaded on vw.com where fans can log in and redeem their pictures.
The tour launched Nov. 6 in Chicago and wraps on Nov. 23 in Los Angeles. Agency: Crispin Porter & Bogusky Miami.