Over the course of a series of posts, I’ll provide my review of each of the four ads. Let’s start with Volkswagen.
VW uses SMS
The first of the four was VW’s full page ad for the 2011 Touareg Hybrid, just opposite the Wired table of contents page. Bucking the recent trends of brands throwing around QR codes with abandon, VW’s mobile response offering was through SMS. The very simple and well-worded call to action: (below) “See the story behind the Touareg supercharged hybrid. Text HYBRID3 to 892277 to unlock the video.”
VW is making the most of SMS knowing this allows the greatest potential audience to interact via their mobile device. Even though the received SMS message links to a mobile web site (on the right) (which limits the potential audience to those with a suitable device and broadband connection), I like the additional option to continue the engagement through SMS alone. All too often SMS is abandoned too early by brands in their haste to transfer users to a mobile web page or device app.
Stay tuned for reviews of the other ads! And feel free to add your thoughts below.