Volkswagen of America, Auburn Hills, Mich., breaks two new 30-second commercials the evening of May 1 on national TV touting two limited-edition color Beetles. VW will sell 2,000 each of the Vapor Blue and Reflex Yellow Beetles exclusively via the Internet in a new area on vw.com. Arnold Communications, Boston, also created print ads appearing in May and June magazines, plus newspaper ads. The estimated $5 million campaign is aimed at driving traffic to the Web site. Buyers will get collector VW trading cards of the limited-edition cars. The cards will come in a sealed packet of 10 cards. At least two other series of cards are planned.
Copyright May 2000, Crain Communications Inc.