Sector: Automobile

Challenge: Extend Volkswagen's tremendously effective lifestyle branding through creation of a CD-based music collection.

Solution: Connect with Volkswagen consumers, both actual and aspirational, with a mix of eclectic, quirky, on-brand tracks inspired by the soundtracks to VW's renowned TV advertising. Artists on the CD include Nick Drake, Charles Mingus, Spiritualized, & Hooverphonic.

Execution: Rock River created the "Street Mix Volume 1" CD and launched Volkswagen's online Radio VW streaming music network.

Results: "Street Mix Volume 1", distributed at dealerships with test drives and at VW-sponsored events, was so successful it spawned Volume 2. Radio VW was a major feature on VW's website for three years.