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Word-of-Mouth We wanted to generate awareness and buzz for the new Passat. And who better to help us than those who already love the brand? So we launched the Alpha Drivers program and turned our best customers into brand evangelists by recruiting them to participate in a word-of-mouth marketing campaign for the new Passat. Brand lovers who opted into the program received a communications tool kit with buzz points, Passat collateral and fun facts to share about the new model. In select markets, Alpha Drivers had the opportunity to take a Passat out on a 24-hour test drive. Participants reported their buzz activity and received new information about the Passat on the Alpha Drivers website. Rewards were provided for maximizing the buzz. The results:
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