Volkswagen Group of America is using Amazon shipping boxes to put virtual butts in the virtual seats of its new Taos subcompact crossover this holiday season. It’s rewarding participants with three months of premium music streaming for virtually going along for the ride.
The German automaker last week revealed its Web-based augmented reality campaign to promote the Taos, which went on sale in the U.S. in the second quarter and was the brand’s third-bestselling vehicle in the third quarter, trailing only the Tiguan and three-row Atlas crossovers.
The campaign uses a QR code printed on the side of more than 1 million Amazon boxes to direct consumers to a website where they are able to experience the Taos and its features across a digital map, all while listening to one of four digital soundtracks. By recording the virtual drives, consumers are able to unlock three months of Amazon Music Unlimited at no additional cost, Volkswagen said.
Anyone can access the gateway QR code online, skipping the box.
VW is not the first automaker to turn to Amazon boxes to tout its products. In 2019, Chevrolet promoted its redesigned Silverado pickup on the sides of specially printed boxes. The delivery behemoth has been selling box-side advertising since 2015 and now does so globally.
Kimberley Gardiner, senior vice president for VW brand marketing in the U.S., said the campaign’s focus on pairing driving and music is a perfect message for the Taos, giving “potential buyers a unique, music-driven way to experience another moment of joy from this SUV.”