Sep 15, 2017

Volkswagen’s “Rule the Road” Takes Instagrammers on a 21-Day Virtual Scavenger Hunt in New Campaign

HERNDON, VA (September 15, 2017) – Volkswagen of America, Inc., today releases “VW Rule the Road,” a first-of-its-kind Instagram experience as part of its integrated campaign to launch the all-new 2018 Tiguan. Introducing a new tagline, “The New King of the Concrete Jungle,” the effort speaks to the model’s more sophisticated and refined design for urbanites.

The social experience, “VW Rule the Road” incorporates elements from the launch spot titled "The New King,” including the inflatable gorilla, the actress who plays the driver, and of course her Tiguan as she races through the city. For 21 days, fans get to embark on a scavenger hunt to chase down the new Tiguan and get a chance to win daily prizes for their efforts. Every day at 1 PM ET, a clue will appear on the daily hunt tile on the @VWRuleTheRoad Instagram page. Using that clue, users will then have to find a hidden Tiguan within the tiles using the carousel feature. There are Tiguan models everywhere but only one is the right one. Once users find the correct hidden Tiguan, they must take a screenshot of the Tiguan and direct message it to @VWRuleTheRoad for a chance to win a daily prize and a chance to qualify to enter the grand prize drawing. The grand prize consists of a once-in-a-lifetime 10-day trip to San Francisco, Miami and New York.

See how to play VW Rule the Road here:


“For the 2018 Tiguan SUV launch, we wanted to engage our fans in a way that’s never been done before,” said Jennifer Clayton, Director of Marketing Communications and Media at Volkswagen USA. “To create something both technically and creatively unique to the Instagram platform, we’ll engage users by inviting them to search for the Tiguan hidden within the tiles of the experience, where they may also find rewards and prizes.”

The broader Tiguan campaign, developed by Volkswagen’s creative agency of record, Deutsch, includes three national TV spots directed by Noam Murro of Biscuit Filmworks. The effort kicked off with “The New King,” followed by “Top of the Food Chain” and “Nuts” spots that highlight new features such as the available Pedestrian Monitoring (included in Front Assist) and a six-year/72,000-mile New Vehicle Limited bumper-to-bumper transferable warranty. Additional campaign elements include cinema, digital pre-roll, print and digital banners.

“To cement the positioning of ‘The New King of the Concrete Jungle,’ we built a living, breathing city that lives up to that statement in every sense of the expression,” said Todd Riddle, Executive Creative Director at Deutsch. “We wanted to push the boundaries of the platform as far as we could without breaking it. I don't believe there's a native Instagram feature or behavior we’re not tapping into for this experience.”

The “VW Rule the Road” experience starts on September 15, 2017 and ends on October 5, 2017. Every day at 1 PM ET, users will have eight hours to submit their screenshots for a chance to win a daily prize and be entered for a chance to win the grand prize. Grand prize winners will be contacted after October 12, 2017.

The all-new Tiguan marks an evolution in Volkswagen’s clean and timeless design DNA, with modern lines and a refined appearance. Based on the Volkswagen Modular Transverse Matrix (MQB) architecture, the new Tiguan has far more interior space and up to 58 percent more cargo space in the two-row model as compared to the previous model year. In addition to more room, it has eight available Driver Assistance features, comes in AWD, has the new Volkswagen Digital Cockpit, and comes with a six-year or 72,000-mile (whichever occurs first) New Vehicle Limited Warranty, with coverage that is transferable beyond the first owner—America’s best SUV transferable, bumper-to-bumper warranty. The compact Tiguan SUV will be available in S, SE, SEL, and SEL Premium trim levels.

For more information, visit Follow “VW Rule the Road” on Instagram @VWRuleTheRoad.

No Purchase Necessary. Void where prohibited and outside U.S. Open only to legal residents of the 50 United States and the District of Columbia, who are 21 years of age or older and possess a web-enabled device prior to 9/14/17. Daily Hunts begin at 1:00 PM ET and end at 8:59 PM ET, 9/15/17 through 10/5/17.  Your carrier’s standard web access and/or data rates may apply. See Official Rules at for odds, prize descriptions and complete details.


About Volkswagen of America, Inc. 
Founded in 1955, Volkswagen of America, Inc., an operating unit of Volkswagen Group of America, Inc., (VWoA) is headquartered in Herndon, Virginia. It is a subsidiary of Volkswagen AG, headquartered in Wolfsburg, Germany. VWoA’s operations in the United States include research and development, parts and vehicle processing, parts distribution centers, sales, marketing and service offices, financial service centers, and its state-of-the-art manufacturing facility in Chattanooga, Tennessee. The Volkswagen Group is one of the world's largest producers of passenger cars and Europe's largest automaker. VWoA sells the Atlas, Beetle, Beetle Convertible, CC, e-Golf, Golf, Golf Alltrack, Golf GTI, Golf R, Golf SportWagen, Jetta, Passat, Tiguan, and Touareg vehicles through approximately 652 independent U.S. dealers. Visit Volkswagen of America online at http://www.vw.comor to learn more.

Driver Assistance features are not substitutes for attentive driving. See Owner’s Manual for further details, and important limitations.

MY2018 Tiguan 6 years/72,000 miles (whichever occurs first) New Vehicle Limited Warranty.  Based on manufacturers’ published data on transferable Bumper-to-bumper/Basic warranty only.  Not based on other separate warranties.  See owner’s literature or dealer for warranty exclusions and limitations.


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