Jonathan Weiner

Global Branding, Integrated Marketing and Promotions

Experience

Bourne Ultimatum/VW PromotionBourne Ultimatum/VW Promotion

• Film integration of new Touareg 2 in Bourne Ultimatum

• Global marketing initiative activated by our importers in 45 countries worldwide to drive the launch of Touareg 2

• Capitalize on the brand equity of the renowned "Safe Happens" campaign and integrating talent from the film to drive visitors to register for Touareg 2 dealership test drives on VW.com

Television spot "Bourne Happens”

:30 spot on major networks featuring footage from the thrilling chase sequence and including a unique ending in the style of Volkswagen‘s "Safe Happens" campaign

Online Banner Ads

Interactive banner ads to register for a test drive.

Behind-the-scenes footage banners with click-through to view full webisodes.

Google Partnership: “Ultimate Search for Bourne” (online and mobile app)

Touareg-focused behind-the-scenes Bourne: 15 clips.

Click-through links to VW.com to view full webisodes.

Touareg given away as the grand prize.

Google Partnership: “Ultimate Search for Bourne” (online and mobile app promo)

• Using Google tools including Search, Maps, Images, Translate, and YouTube, players will track Bourne online, in the hopes that what he knows will prove helpful in their own quests.

• With new clues and active game play provided to site visitors each weekday — 15 in total — the game concludes on the film’s opening day.

• Contestants sign up to play at www.google.com/bourne.

• Throughout the game, players will gain access to exclusive clips from The Bourne Ultimatum and will have the chance to win world-class prizes.

• Registered users will have the chance to win amazing prizes, including the grand prize: a 2008 Volkswagen Touareg 2, designed to the specifications of the car seen in the film, as well as a four-city trip to international destinations featured in the movie and $25,000.

• Four lucky winners will receive a trip of their choice to Tangier, Paris, London, New York City or Madrid.

• Each active day of the game, one player will receive a $1,000 MasterCard gift card and 10 players will receive the three-disc Bourne Files DVD collection.

• Players who complete each day’s task will be offered the option to catch Bourne using a game “surveillance camera” they will be able to place on a Google map. Those who successfully sight Jason Bourne 25 times or more during the course of the game will be entered into the “Sightings Sweepstakes.”

• From this pool, 10 lucky winners will be awarded the new Apple iPhone.

VW.com

Click-throughs to webisodes and test drive registration.

Exclusive Webisodes

Featuring VW-exclusive behind-the-scenes Bourne content and filmmaker interviews

Test Drive Registration

Visitors schedule a test drive at their local dealership.

Bourne promotional code communicated to dealers, who contact the customer via phone or email to confirm their test drive.

Owner Trivia Sweepstakes Email

Outreach to VW owner database (over 2.5 MM addresses in the US).

Winner receives a trip for 4 to The Bourne Ultimatum premiere and VIP tickets to Universal Studios Hollywood.

Owner Trivia Sweepstakes Site

VW owners are invited to answer trivia questions based on the Bourne franchise to quality for the premiere trip grand prize.

In-dealership test drive incentives

Point-of-sale kits sent to all of the 800 US and Canada dealerships.

42 VIP pre-release screenings in key markets.

30,000 Movie Cash tickets distributed nationally.

8,000 VW-branded DVD sets of Bourne Identity and Bourne Supremacy in key markets.

Universal’s Communication Materials

Radio Film websites Email blast Newsletters

Pre-Release Screenings

42 VW-exclusive consumer pre-release screenings featuring in-theatre branding/footage/displays.

Canada program features an e-mail blast to Touareg, Passat & Phaeton owners for the VIP pre-screenings.

9 VW-corporate pre-release screenings.

PR/Events - Touareg/RDV (Remote Driven Vehicle)

Designed and is executing an event that invites high-profile entertainment and automotive journalists to ride along in the Touareg from the film with the actual stunt driver controlling the vehicle from the roof.

Universal Theme Park displays

At Universal’s domestic theme parks, the Touareg 2 Remote-Driverless Vehicles are featured in interactive displays that project the TV spot and webisodes onto the windows of the vehicle

PR/Events - World Film Premiere in LA

Premiere-integration for Volkswagen, coordinating VW-branding on tickets, signage, and at step and repeat

Huge Volkswagen RDV (remote driven vehicle) display inside the event with vehicles hoisted up onto the walls and the facelifted Touareg chase scene looped on VW television screens.

International Adaptation

Touareg Campaign• USA• Canada

Adapted Touareg Campaign • Venezuela• Mexico• Peru• Columbia• Chile• Ecuador• South Africa• Japan

ResultsResults

Volkswagen leveraged the film to create a record-setting integrated marketing campaign across all touch points:

• Touareg 2 sales increased by a record 121%

• Touareg 2 test drive registrations increased by 760%

• The webisode teaser banner ads had a click through rate of more than twice the industry average and the highest for VW this year

• Daily visits to the main Touareg page increased by 76%

VW Game Licensing

• Cars• Signage• Parts

A&E Fangio/Biography Pan-regional Promo (sponsored by Mercedes-Benz and Cerveza Solera - Argentina/Venezuela)

Press/Sales Kit

On-line Promo

Promo OOH(Argentina)

A&E Chrysler/Celine Dion Promo (Mexico)

DIRECTV/Playboy TV Latin America Valentine’s Day Promotion

DIRECTV Sports Promotion

ESPN Deportes Magazine Ad

ESPN Deportes OOH

ESPN Deportes Website

Mun2 Branding

Playboy TV Trade Ads

Trade Show Support

Playboy TV Consumer Ads

Sony Handycam Campaign - Industry Recognition

Gold Medal WinnerAd Age InternationalAdvertising Effectiveness Award

Megatrax Rebrand

Obscure brand message and confusing website

Megatrax Rebrand

Obscure brand message and confusing website

Megatrax Rebrand – New Look

New logo and website celebrating/justifying this audacious brand statement

Megatrax Rebrand – New Sizzle Reel

New sizzle reel