The campaign, created by Tribal DDB London and Proximity London, drives people to the Volkwagen website where they can see an augmented reality version of the Golf.
Users print off a code on a piece of paper which then they need to hold up to their webcam to view a 3D version of the car on their computer. The user then sees the car travelling down an animated road and they can tilt the paper to make it go faster or slower.
Text panels pop up to explain the car’s features, including its cruise control and parking sensors.
It will be supported by direct mail to Golf Match prospects in September. The mail pack will contain a card with the code for the augmented reality programme printed on it.
Consumers looking to buy a car are increasingly doing their research online, according to Volkswagen. Josie Taylor, communications manager, small cars, at Volkswagen said that the augmented reality function allows enhances consumers' engagement with the model online.
This week Volkswagen also launched its to promote its Touran and Sharan multi-purpose vehicle models to families.
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