German automaker Volkswagen is planning a huge advertising campaign to combat that of the World Cup automobile sponsor Hyundai. They plan to show off the Volkswagen GTI during the 2014 World Cup games on ESPN, ABC and Univision. Hyundai and their affiliate Kia Motors have been the official World Cup automotive sponsor since 2002, and have a lease on that sponsorship until 2022.
Volkswagen thinks that the World Cup audience is a perfect match of potential GTI purchasers. The GTI is very popular with younger males and Hispanic purchasers, which both watch the World Cup in large numbers every four years. But Volkswagen is not placing all of their marketing dollars in one basket. They realize that television viewing is accompanied by social media outlets such as Facebook, YouTube, Twitter and Instagram. So they are also spreading some of those ad dollars digitally as well.
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