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Partnerships How do you drive sales of an existing product without discounting? Add value. That’s exactly what we did for the Beetle, three years after its re-introduction when it needed a boost and some buzz. As music lovers, and early adopters of technology, we knew that VW drivers would love the iPod. So we partnered with Apple and gave a free iPod to each new Beetle purchaser complete with a connectivity kit, a gift certificate to apple.com, and a mini music-zine. The partnership, which was supported through advertising, direct mail, online and promotions, was a huge success in driving traffic and beat the industry standard sales incentive discount by 80%, resulting in significant savings for VW. The results:
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