Skoda aims to ‘puzzle’ with new marketing campaign
Following the success of its recent award-winning marketing campaign to support the launch of the Fabia vRS, Skoda has launched a major new national interactive campaign centered around its TV sponsorship of the US Crime Drama on Channel 5.
Running for 11 weeks, the new ‘Skoda Puzzle’ campaign will offer an integrated TV and online experience for participants, as part of the brand’s ongoing aim to engage with new audiences.
‘Skoda Puzzle’ is the brainchild of Skoda and leading advertising agency, Fallon; the same successful partnership that brought the Fabia ‘Cake’ and ‘Made of Meaner Stuff’ TV adverts to audiences last year. Their work with the Google Creative Agency team has helped to make the idea a reality implementing the online component on both Skoda’s YouTube channel and embedded in the Skoda website. Golley Slater Birmingham will handle all PR and social media activity around the campaign.
Skoda Puzzle will link the TV idents to an online trail to find the location of a hidden virtual Skoda car. Participants will be encouraged to follow the trail through to its final week in early July, with the opportunity to win a brand new Skoda Fabia vRS at the end of the campaign.
Tying in with the crime drama theme of investigation and puzzle solving, the idents will put the viewer in the role of detective, giving a new clue to the whereabouts of the hidden virtual car each week. The first new set of idents will air on Monday every week. TV viewers will then have a chance to see the clue across all US Crime Drama on Channel 5 programming throughout the week. After solving the answer to the week’s puzzle, the participant must enter it on Skoda’s YouTube channel in order to progress to the next week of the trail. As the weeks go on, the answers to the ident clues will bring the participants closer and closer to the exact location of the virtual car.
Users will be able to watch the TV idents and enter their answer on Skoda’s YouTube channel at skodapuzzle.com. Users’ online experience will be extended through the dedicated social media channels which will support the campaign; a Skoda Puzzle Facebook page (facebook.com/skodapuzzle), and a Skoda Puzzle Twitter account (twitter.com/skodapuzzle).
Users will be encouraged to engage with the campaign through these channels, where they will be able to ‘talk to’ Skoda Puzzle, discuss the clues with fellow detectives, and find extra clues, hints and content. Bonus online competitions, quizzes and polls will also be run through these social media channels to encourage engagement and reward the keenest of participants.
The campaign officially launched on 18th April.