THE TOWN 2025
Volkswagen was an official sponsor of The Town 2025, the brand used the festival as a platform to exclusively introduce its new model, Volkswagen Tera.
Over five days of intense activity and hard work, the focus was on delivering strong social media performance. The main goals were to increase key channel metrics, boost the brand and Tera awareness, and increase Volks connection with gen Z and the music universe.
To achieve these goals, Volkswagen launched the “VouDeVolks” promo and partnered with influencers to do content in real time during the event. This strategy delivered strong results, increasing visibility and engagement, and positioning Volkswagen as one of the top performing brands among the sponsors.
BRAND PRESENCE AND ACTIVATIONS
tera space
The new model needed to stand out, so the brand created the Tera Space.
Messages about Tera
We significantly increased conversations around Tera, reaching almost 3.000 mentions and boosting its overall visibility and relevance.
the biggest organic engagement in the festival
Volks goal at The Town was to be one of the most engaged brands. We went beyond that, as Volkswagen became the most engaged brand when analyzing organic contents about the festival between September 3rd - 22nd.
brand with the most new followers on instagram
Volkswagen had the highest growth rate of new followers during festival period.
This result was driven by our focus on cultural insights and authentic content creation, combined with the #VouDeVolks promotional campaign.
content
Influencer selection were based on audience data, including demographics, interests, and location. We combined these insights with creators who had the strongest fit with the brand’s audience, helping us build more relevant and authentic connections.
Volks lineup included Sabrina Sato, Juliette, Gil do Vigor, Jota Pê, and Cela.
#voudevolks
The promotion encouraged people attending The Town to share their festival moments and tag posts with #VouDeVolks. During the festival, VW gave away a car each day through Sign&Drive subscription service, rewarding the most creative video submitted.
In total, five cars were awarded, generating strong participation and positive results across brand’s social channels.
of the brand’s total engagement during The Town came from #VouDeVolks promotional content.
brands conversation social health
