There has been an awful lot of media coverage and advertising surrounding the latest James Bourne movie, The Bourne Ultimatum. As a fan of the past two movies, I was certainly going to go and see the third due to the intense action that it brings to the viewer. When I saw an advertisement telling me to 'Go beyond The Bourne Ultimatum' I was drawn in and curious. Volkswagen the providers of vehicles for the movie, have used digital media to produce what I feel is one of the best movie tie ins I have come across.
The website is action packed as you would expect, with exclusive behind the scenes footage that shows how the stunts were put together and captured. Once seeing how the professionals do it, the viewer is then able to plan, direct and create there very own 3-D action stunt. A simply rendered yet highly effective simulator allows the user to perform a variety of features such as adding cars, effects, props and even the location of camera angles and editing. This last feature was definitely the most impressive for me.
Through the website Volkswagen quietly convey there brand values of innovation, engineering excellence and fun in a truly in an obtrusive yet thrilling way. A further quality of the site is that it's not a one dimensional experience as it engages the customer through competitions, ratings, send to a friend, link and UGC public gallery as well as data capture to register interest and CRM opportunities.
Coming away from the site I feel as if I've fulfilled one of my school boy dreams. Volkswagen gain the attention of the customer without having to 'hard sell' the product, which car salesman tend to do.
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