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VW Wants Your Stories to Build Awareness

VW Wants Your Stories to Build Awareness

By Jeff Youngs, September 18, 2012
Volkswagen of America is asking owners and fans to contribute their own stories on a new website whyvw.com to build an archive of personal experiences with VW brand vehicles and to create more of an awareness and interest in the German brand in the U.S. market.

In a recent statement, Kevin Mayer, vice president of marketing for VW of America, suggests that the new site will provide a creative outlet for owners and fans to share stories from around the world and will also provide a way for VW to "engage with fans and owners in a more meaningful way."

The storytelling site is being promoted in a new commercial, "Smiles," to bring viewers to the new site and showcase a number of happy people sharing stories about the VW brand. The new site is divided into two sections: Values and Stories. The Values section features information about VW models and includes short videos starring real VW owners. The Stories section will be available to visit on vw.com and on VW of America's Facebook page.

VW also wants to integrate stories with real-world experience. If consumers want to learn more about the performance of a particular model, for instance, "they will see relevant consumer stories side-by-side with information we provide," Mayer said. VW plans to reward consumer participation and story telling by giving out perks periodically that will include tickets to events or Volkswagen gear, according to the company.

VW of America is a unit of Europe's largest automaker, Volkswagen AG in Wolfsburg, Germany. Main offices were established in the U.S. in 1955 and the company has a U.S. assembly plant in Chattanooga, TN. Some 11 VW models are sold in the United States through a network of 600 dealerships.

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