An unlikely trio I know.
Kelly on my team sent me a link to this microsite for the VW Golf.
The premise of the site revolves around driving at night, between 3am and 4am to be exact, as the road is yours....
The TV ad above is doing the rounds on video sharing sites with it's evocative music and Dylan Thomas poetry, read by Richard Burton, but the microsite has a richer version of the add and a few other surprises. After the intro you can continue the drive from a variety of views and camera angles all of which show off different features of the car, and seamlessly integrate with the footage. Very clever.
Through a partnership with Jumpcut you can re-edit the footage from the ad to create you own version of the movie and enter it into a competition to win a HD Video Camera.
You can also view half a dozen suggested night drives and view the route via a mash-up with Google Maps. Best of all you can suggest your own route and upload it onto the map. At the time of writing there were drives in the USA, Australia & Cambodia. This gives a great user generated angle to increase engagement.
I believe the campaign was created by DDB London.
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