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Deutsch Volkswagen Fifa World Cup

Volkswagen uses video for World Cup ambush marketing video campaign

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By Ishbel Macleod, PR and social media consultant

June 16, 2014 | 2 min read

Volkswagen of America has unveiled an ambush marketing campaign during the World Cup using video to promote its Golf GTI.Despite rival car company Hyundai being the official car sponsor of the football tournament, Volkswagen has paid for its ‘Gooooooooolf Celebration Videos’ to show on ESPN.com and Univision.com when a goal is scored.The videos will show different coloured Golf GTI’s, matching the national colours of the country that scored, driving across the pitch while ‘Gooooooolf’ is said in the background, instead of the familiar ‘gooooooal’.The campaign was created by Deutsch, Los Angeles.

Deutsch Volkswagen Fifa World Cup

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