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our work > VW Joyride and VWi.p. Experience

There was only one thing cooler than watching Kobe Bryant score 31 points and earn the MVP trophy while helping the West win the 2007 NBA All-Star Game in Las Vegas. That would be driving a new Volkswagen Touareg SUV on a closed track in Volkswagen’s $1,000,000 Joyride in Las Vegas event.

During the 2007 NBA All-Star weekend, ESI worked with VW to create an off-road driving experience that gave consumers the chance to fully explore the vehicle’s capabilities and features. Logistics were tricky: We built the drive course on top of a parking garage near a mall. Attendees also had a chance to win $1 million, plus other prizes like MP3 players, gas cards and mobile photos.

ESI used an electronic registration system to capture pre- and post-event data that revealed the consumers’ awareness of Touareg and their intent to buy based on the drive experience they just completed.

With everything that’s always going on in Las Vegas, especially during NBA weekend, the VW drive was considered a must-attend event — so much so that local media came out to cover it, local paparazzi photographed celebrities, and the local news ranked the VW experience as the third-best thing to do in Vegas over the weekend.