VW Targets African-Americans at Miami Block Party
Volkswagen of America is headed to Miami for a blow-out block party on Sunday, where it will target African-Americans with ticket upgrades to the All-Star Basketball Game, as well as rides in its vehicles.
Volkswagen is the official vehicle of the party, which leads up to the National Basketball Association’s (NBA) All-Star Game on Sunday. The party is part of the 10th Annual Tyson Foods Zo’s Summer Groove (ZSG), a five-day charity event.
The promotion, which has been dubbed VWIP (Volkswagen Important People) Karneval, will take place from 1:00 pm to 6:00 pm at the American Airlines Arena. Some 2,500 branded premiums will be distributed, including branded key chains, Frisbees, yo-yos and other items. Consumers can win upgrade tickets to the All Star Game that day or test drive several of the automaker’s vehicles.
“For 2006, we’ve initiating a promotional strategy in terms of reaching out to the African-American community in non-traditional ways,” said Kenyatta Bynoe, brand marketing manager, VW. “We have to find opportunities where we can be present in the environment with our target audience and where they’ll naturally be a one-on-one opportunity to interact and to engage the consumer with the brand.”
On July 15, the day before the Karneval, VW will let consumers test drive its Rabbit, GTI, Jetta, Passat and Touareg models at Miami’s Bicentennial Park in a ride and drive program. Participating in a test drive and completing a survey will afford the driver a complimentary ticket to an official ZSG event. Additionally, a VWIP shuttle bus will transport ZSG attendees between the event’s host hotel and scheduled activities throughout the weekend.
Meanwhile, to support NBA player Alonzo Mourning Charities’ Honey Shine Mentoring Program, VW will provide a special VW Beetle with artwork that embodies the charity’s ladybug logo as a way to increase awareness of the program.
“Volkswagen decided to become involved in this event because it’s a great way to assist in its mission, and is also a great opportunity to reach what is our target profile over this weekend,” Bynoe said.
Local radio station spots and street teams support. Philadelphia-based The ad*itive handles.
VW is headquartered in Auburn Hills, MI, and is a subsidiary of Volkswagen AG, headquartered in Wolfsburg, Germany. The company is responsible for the sale and service of Audi, Bentley and Volkswagen brands through more than 900 U.S. dealers.
