Left, the VW Rabbit I created mated with a “real’ Rabbit –create your own.

VW Launches Online Rabbit Site
Volkswagen has launched it’s new Rabbit –I saw ads on billboards while in Boston. The interactive online piece ( which is being promoted from various banners on Yahoo and other places) links to a clever microsite.

Big Whoopsie –no SEM!
One big problem with the campaign is they didn’t purchase keywords for the term ‘rabbit’ or even ‘vw rabbit’.

Personalized Videos
I did the standard car vendor ‘build a car’ which including selecting the colors and then wheels. Then it starts to get interesting .The microsite then created a customized video that included my car (and displaying the wheels and colors that I requested. As the movie starts you’re asked to choose a ‘mate’ another car that’s similar.

At the end of the movie both cars go into a ‘garage’ and the lights dim. A family tree renders and shows the offspring. If you choose a Rabbit car, and a ‘real’ Rabbit to mate, you’ll get the following offspring. (see left image).

This campaign both demonstrates a personalized experience, interactive engagement and a fun and positive image for the car and brand. I wonder if this will make Steve Hall’s Adrants site. Why didn’t the site have a ’share with friend’ feature?

Clever, cute, and remarkable.