VW New Beetle Oprah Giveaway

When we were relaunching the iconic New Beetle, we needed to make a splash. My team found that Oprah was a driver and absolutely loved her VW Beetle. That's when I got the idea to give 275 New Beetles away on her last Favorite Things Show ever. I worked closely with the Harpo producers and our German leadership (all the way up to the CEO) to create one of the biggest media moments in VW history. And all of this came together in just a little over two weeks. 

 

Highlights:

• Over a billion media impressions and one of the most iconic Oprah moments on her show.

• Continued chatter to this day about the VW and Oprah partnership

​

Press:

• Oprah Winfrey hands out VW Beetles in last giveaway gesture: report

• Oprah Winfrey's Audience Receive their Free 2012 Beetles