Today, it’s been exactly one week since Volkswagen launched their phenomenal “New Passat / The Force” commercial that went wild in social networks, especially YouTube (More that 22 million views and counting) . It’s amazing how can a one-minute video can have such an impact
In line with what we did last time, a week after the Tipp-Ex “Bear” campaign launched, this time I’d like to share with you a few stats about the Volkswagen campaign. Sentiment won’t be included this time since it would be a bit redundant. We know how the majority of the people felt about the video
Performance Vs previous week
“The Force” video was launched last Wednesday, February second. Even though mentions and views are starting to naturally slow down, have a look at what Volkswagen accomplished in a 7-day period: Mentions went up 123% (More than 185K mentions)
Was the video really responsible for this?
Yes indeed. The fact that it was also playing at the SuperBowl certainly helped as well. However, have a look at the circled keywords in the tag cloud. They all belong to the “The Force” video.
Where did the buzz happen?
As you may have imagined, the majority of the mentions occurred in the US, followed by… (surprise) The Netherlands? Yes.
Brand mentions by media type
It does make sense that most of the buzz happened on Twitter and blogs, however you will see that 7.6% for Facebook might be too low. The reason for this is because monitoring software at the moment can only track Facebook accounts that have their data open. There are loads of impermeable profiles that certainly contributed to the mentions but can’t be tracked
The video was great and probably generated the desired outcome for the Volkswagen folks. Let’s not forget though, that the video/campaign was launched to generate awareness about the New Passat. Bottom line: more people know about the 2011 Passat and hopefully it will translate into more sales. It’s too early though to see the sales but I wonder, if I went out there and asked people what’s the product in the Volkswagen Darth Vader video… will they know?
What are your thoughts?