Volkswagen has been working with global total experience agency, Tribal Worldwide, to generate engagement and awareness through a new social media engagement campaign. Kicking off at the start of this year’s UEFA Women’s EURO, the campaign is centred around Tiny Buzz, a remote-controlled miniature Volkswagen ID. Buzz.
The objective of the campaign is to interact with fans on Twitter and TikTok by capitalising on topical events to join conversations and jump on the latest TikTok trends. Launching with Tiny Buzz making its first appearance delivering the match ball to the players at the start of the UEFA Women’s EURO, the campaign has seen Tribal create social accounts for the ‘sentient’ remote-controlled car to establish its distinct personality.
Focusing on driving community engagement, Tribal Worldwide created content with the aim of connecting with key audiences and fans alike, whilst striking a chord with younger audiences and humanising the brand. The quirkiness of the Tiny Buzz car allows a different tone of voice to Volkswagen’s primary channels, enabling the brand to engage with the latest memes and social media trends.
The creative campaign builds on the success of Tribal Worldwide and Volkswagen’s UEFA EURO 2020 partnership, which went viral on social media following the first appearance of Tiny Buzz’s cousin, Tiny Football Car. This campaign saw Volkswagen trending on Twitter soon after the miniature car made its way to the pitch, generating 15.9 million impressions and 8.3k mentions over the month-long tournament.
Rhidian Taylor, Marketing Communications Lead for Electric Vehicles at Volkswagen UK said:“After the huge success of Tiny Football Car at UEFA EURO 2020 last year, introducing Tiny Buzz at UEFA Women’s EURO is an exciting next step to build on the momentum of the campaign. We’ve already seen extensive engagement across Twitter and TikTok, and looking forward to seeing this continue to grow.”
Vanessa Hartley, Head of Social at Tribal Worldwide said:“We’re very proud of the results Tiny Football Car achieved last year, with this latest campaign giving us another opportunity to further develop conversations with audiences all around the globe. Tiny Buzz has already built a strong online fan base surrounding the UEFA Women’s EURO, and we’re delighted to be building an engaged community with such a fun campaign.”
The campaign ran for the duration of the UEFA Women’s EURO, with Tiny Buzz making further appearances at the semi-finals and final match of the tournament. With the aim of making it the ‘digital Herbie’ for the next generation, Tiny Buzz has achieved over half a million followers on TikTok, four million views in the first week of the campaign, and has seen brand engagement from the likes of Deliveroo, MOTD, Doritos, TikTok and the Mayor of London.