Our task was to make the brand as loved on facebook as it was in real life. We started from the simple fact that Volkswagen and facebook actually share the same social principal: Getting people together. Especially the original Beetle and Campervan were purposely designed to let people add friends or even whole families. So we asked our fans to choose which of these icons should be re-introduced. In a one-off edition, even more social then before. The Fanwagen.
We invited our fans to put on their working gloves and help us build it. The first vehicle to get 20,000 likes would be restored, Each fan was rewarded with a custom video of the unique feature they added to the Fanwagen.
Campaign launched in 2011