Volkswagen's Fox Rock in Rio Route
A virtual ride through rock-and-roll history
As the official sponsor of the Rock in Rio music festival, Volkswagen launched a new car: the Fox Rock in Rio. To promote the new model, we teamed up with the AlmapBBDO agency to create the Fox Rock in Rio Route campaign, a digital tour that takes fans through the 440 places that helped shape rock-and-roll history, from bars to parks to studios.
Google Street View was vital to this campaign. It allowed us to create an immersive experience for music fans everywhere as they virtually hopped in the Fox Rock in Rio and traveled to any or all of the 440 destinations. At each of these historic places, visitors could check in, listen to podcasts, watch YouTube videos, dig up lyrics, discover guitar chords and even build their own radio stations. From there they could also share links with their friends. To thank the fans, we hid 1,000 tickets to live shows in the streets of Google Street View.
Launch date: July 22, 2013
The impressive average time that users spent on the site made this campaign the most successful Volkswagen campaign in Brazil.
Minutes spent on site by average user
Tickets hidden on the route
- Hauck Araujo, Art Director
- Andre Arteze, Copywirter
- Sandro Rosa, Creative Director