BOSTON Volkswagen teams with Apple in a dual-promotional effort which will give buyers of the 2003 New Beetle a free Apple iPod digital music player inside the vehicle.
A television spot via Havas' Arnold in Boston touting the initiative, which is dubbed "Pods Unite," broke on Tuesday during the Major League Baseball All-Star Game on Fox. Radio and print are also in the mix. (Arnold is VW's agency.)
One print execution pictures a New Beetle and an iPod. The headline reads, "This is up there with ketchup and French fries." Another ad carries the headline, "They border on that obnoxious couple who finish each other's sentences." Copy states, "Right now, when you buy or lease a new 2003 New Beetle, you get a new Apple iPod and the kit that brings them both together." The campaign will run through September.
"Apple's audience is a lot like our audience," said Karen Marderosian, marketing director at Volkswagen in Auburn Hills, Mich. "A group that embraces something different, simple and unconventional. We think this initiative represents a natural alliance of two like-minded brands."
Apple's iPod has a 15-gigabyte hard drive with storage space for over 3,700 songs. Each iPod will be engraved with Volkswagen' "Drivers Wanted" logo and comes with a coupon from apple.com for $100 off a purchase of $999 or more, a Volkswagen "street mix" CD, a free e-book from audible.com, a VW music 'zine and a "Pods Unite" window sticker.