Volkswagen of America announced a new campaign called "Punch Dub". It an update on the classic Punch Buggy game, and the campaign is designed to increase model awareness by getting consumers to look for Volkswagens on the road.
The "Punch Dub" campaign is based on the classic game kids played in the original Beetle's heyday called "Punch Buggy" (or "Slug Bug"), where the first person to see a Beetle would yell, "Punch Bug" and playfully slug their friend.
While this could end in mass brawls, VW will debut the "Punch Dub" campaign in a 30-second ad during the third quarter of Superbowl XLIV and through a new online campaign.
The ad includes a cameo by actor and comedian Tracy Morgan. It will show a variety of people in different driving situations gently slugging others in the arm every time they spot a VW.
Volkswagen has found the creator of the original game, Charlie "Sluggy" Patterson. Fans can interact with Sluggy with a special blog and Twitter feed (sluggy.posterous.com) and in a series of videos on youtube.com/vw
An Facebook version of "Punch Dub" will launch on Superbowl Sunday to encourage people to dole out virtual "slugs" to friends and family. Players will simply pick a VW, customize their punch and choose a Facebook friend. An online guide will help players develop and hone their punching techniques. The more friends you punch, the better your chances are of winning a weekly prize of six-month leases on specific vehicles and the Grand Prize of a new VW CC.