Volkswagen created the SmileDrive Android app to make everyday drives more fun and to help people share memorable experiences from the road. To drive awareness and downloads of the app, Volkswagen tapped into the YouTube and Google+ creator community. Those chosen, including cook Hilah Johnson and vloggers Charles and Alli Trippy, shared their travelogues via the SmileDrive app, generating maps, photos and videos for their fans.

Launch the campaign
Published
January 2014
Topics

The Story

Volkswagen created the SmileDrive Android app to make everyday drives more fun and to help people share memorable experiences from the road. To drive awareness and downloads of the app, Volkswagen tapped into the YouTube and Google+ creator community. Those chosen, including cook Hilah Johnson and vloggers Charles and Alli Trippy, shared their travelogues via the SmileDrive app, generating maps, photos and videos for their fans.

The social media influencers created YouTube videos and Google+ posts to share the highlights of their drives in order to generate interest from their followers. In doing so, they were able to show off the app’s most interesting features. At the same time, Volkswagen ran video Lightbox Ads to drive awareness and downloads at scale. To make sure its message reached the most relevant audience, Volkswagen used Affinity Segments to target an intersection of Volkswagen lovers and Android users.

The Technology

The Results

YouTube and Google+ stars showed how the SmileDrive app made their everyday drives a little more fun and sharable, bringing authenticity to the campaign. These videos and posts garnered over 1.5 million views and drove thousands of visits to the Google Play store to download the app. By leveraging new Affinity Segments targeting to reach the right people with its Lightbox Ads, Volkswagen helped achieve double the industry average for ad engagement.

1.5 Million

Total views of YouTube influencer content

8,970

App downloads within first month of launch

2x

The industry average for ad engagement

Launch Date Aug. 6, 2013