VW ensures brand visibility during World Cup via soccer app

By Joe McCarthy

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May 28, 2014

Volkswagen’s Onefootball Brazil app

Audi and Porsche are among the luxury automakers likely to benefit from their parent company Volkwagen’s World Cup application that facilitates the fan experience during the globally adored event.

The “Onefootball Brazil” app consolidates FIFA World Cup 2014 information for easy access and lets fans customize content around a favorite team. Interactive features will allow fans to connect with one another around the world.

“Football has the power to reach every corner of the planet,” said Carsten Krebs director of corporate communications of Volkswagen, Herndon, VA. “It is not only a sport, it is a universal language of global communication, especially during the time of the World Cup.

“Being accessible to everybody, football perfectly fits the Volkswagen brand as it is an inclusive and truly democratic sport – the people’s sport – with appeal to all Volkswagen target groups, maximum proximity, visibility and relevance to the consumer,” he said.

“With the Onefootball Brasil app, we have found a smart, innovative and relevant way of leveraging our global football footprint. Moreover, we can provide our international markets with a global platform through which they can easily communicate local brand/product messages to highly engaged consumers while offering them a highly relevant experience that goes far beyond traditional advertising.

“In a nutshell: Onefootball Brasil offers a huge potential to emotionalize the Volkswagen brand by connecting with highly engaged consumers in emotional moments.”

Picking the winner

Volkswagen’s app begins by asking users to select a World Cup contender to center the content on.
Onefootball app
Onefootball app
Onefootball app
Volkswagen has built large communities with mobile apps before.

The ensuing home screen displays the chosen team’s first contest and filtered tweets from their official Twitter page.

On the bottom of the screen, users can select “Results,” “News,” “Live” and “More.” The top menu bar includes “Home,” “Tournament” and “Squad.”

Fans can access the latest videos including press conferences and learn about the players on their favorite team. A live ticker including game commentary will help fans track the schedule.

When the World Cup begins June 12, fans will be able to follow live updates from games. Users can receive push notifications when relevant content emerges or when a game is approaching.

Before games, users can predict winners and top players of matches. During games, users can chat with one another in a live forum.

Finally, fans can customize their profile, share content on social media, access Volkswagen’s digital magazine and request feedback.

The app is available in 15 languages and can be downloaded here.

“Through the native integration of localized Volkswagen branded content, consumers are encouraged to discover Volkswagen products as well as find close-by dealerships and book test drives,” Mr. Krebs said.

“In order to ensure a high degree of responsiveness and relevance during the World Cup, we set up a small international team in Wolfsburg, which is able to react on the spot to the games by posting directly into the news feeds of the App,” he said.

Bound together

For instance, Audi, Bentley, Bugatti, Lamborghini and Porsche, under the Volkswagen Group umbrella, have attracted substantial attention in global markets through the branded mobile app, “Sports Car Challenge 2,” recently reaching 1 million downloads.

The app acts as a way for racing fans to explore VW brand models and discover vehicle capabilities with precision while on virtual racing tracks. Perhaps more so than other product category, automotive brands can cultivate new fans, solidify loyalists and spur real-life product interaction effectively with mobile games (see story).

Audi is also bolstering its commitment to soccer by bringing the Audi Football Summit July 31 to the United States for the first time.

The Audi Football Summit harnesses global appeal by bringing together Germany’s FC Bayern Munich and Mexico’s Club Deportivo Guadalajara. The timing of the summit could not be better, as soccer enthusiasts will be revved up from the FIFA World Cup, especially since Germany is pegged by many to be favorite (see story).

Although Volkswagen will certainly generate downloads for its latest app, the amount of content circulating during the World Cup may be overwhelming.

“There will be no shortage of ways to get World Cup news,” said Jeff Hasen, Seattle-based chief marketing officer of Mobivity.

“The winners will be established sources like ESPN and those who drive awareness to an experience that differentiates and brings additional value,” he said. “It might be gamification or a contest or a community that is perceived as unique.”

“‘Me-too’ apps or sites will be bounced out of the first round just like the also rans on the field.”