One of the goals behind SmileDrive, explains Winston Binch, chief digital officer at Deutsch LA, was to create a remarkable experience rather than just putting a message out there. So the teams from Deutsch LA, Grow and Google looked deep inside the Volkswagen brand itself and hit upon an idea to digitize Punch Dub, the road game where you punch someone in the arm when you drive past a Volkswagen Beetle. This sparked a bigger platform idea: a social app that offers entertainment and utility.

September 2014