Online automotive retailer Autoweb.com launched an offline marketing campaign featuring an emblazoned VW Beetle on a road trip from Nov. 20-29.
The “Where’s Otto” campaign encourages people who spot “Otto”–the company’s
1998 VW Beetle, appropriately decorated with bright colors and the Autoweb.com
logo–to immediately visit www.autoweb.com and describe the date, time and
location of their “sighting” on an official entry form. Participating contestants are entered to
“The ‘Where’s Otto’ campaign is designed to communicate the popular appeal and
user-friendly personality of Autoweb.com,” said Michele Hickford, Autoweb.com’s vice president of marketing. “By taking our message on the road, we’re extending our brand to
reach new audiences in a unique and unconventional way. Otto is bringing the
Autoweb.com experience of ‘Everything for autos on the Web’ directly to the
American public and literally driving traffic among mainstream consumers who
may be just discovering the Internet.”
The VW was to visit Sacramento, CA, and cities in Nevada, New Mexico,
Colorado, Wyoming, Arizona and South Dakota.