Experience Marketing Example - "Blue One" The Slug Bug Game

John Vachalek - 7.1.2010 10:15 AM

Experience Marketing transforms a product or service into something which engages people’s senses and reaches them on an emotional level. It connects people to a product in ways beyond the use of the product itself. The Punch Buggy game surrounding the Volkswagen brand is a great example of this.

To play, whenever someone sees a Volkswagen Beetle (some play by qualifying all Volkswagens) you shout out “Punch Buggy” and gently punch the other player in the arm, thus scoring a point.  Recently, for further proof of the vehicle spotted, many players are simply saying the color of the vehicle and the word “one.” So, they just shout out “Blue One.” This commercial shows the game in action.

This game engages future consumers (kids) and has them scanning the streets, as they are driving with their parents, for Volkswagens. Then, when they see one, they let everyone in the vehicle hear about it by shouting out. Then, what does everyone in the vehicle do?  They look, of course!

This game is played not only by kids, but by adults as well. It brings awareness to the Volkswagen brand, engages the senses (sight, sound & touch) and connects people to the brand in an emotional way. This is an ideal experience marketing example.

As part of the Punch Dub marketing campaign run by Volkswagen in 2009, a man named Charlie "Sluggy" Patterson was presented as "the guy who made a game out of seeing VWs and punching his friends.” This unofficial game has been played by children (and children-at-heart) since the 1960s. 

Originally the VW Beetle was the only qualifying car for the game, but given the scarcity of original Beetles on the road, the game has expanded. If you are ready to start playing, or have been playing and are curious about the official rules you can view them here.
 
How to use this Information
Think about your target audience. Is there something that you do, start as a game, or create a tradition around your brand that is fun and entertaining for people? What can you do or create that ads fun to your brand? Remember, it does not have to involve the actual use of your product or service. It can be something for which you simply become known which more closely ties people, in an emotional way, to your brand. 

Are you effectively using Experience Marketing in your business? Is there something that you do which you would like to share?  Please feel free to submit your brand experience below. 
 

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