01/18/2005 05:28:00 PM 
(1) 
(1) The latest deal between NBC Universal and VW for a reported $200 million could be the first time we see this development in the US. Although most press reports suggest the deal will focus on product placement on NBC shows, Universal movies and placement in Universal theme parks, VW might be smarter than that.
VW is a brand in a bit of trouble in the US market, with falling sales for key model lines. However, they have a reputation for making good product and being creative and inventive with their advertising. VW's "Drivers Wanted" campaign was one of the most iconic of the 90s. In this campaign, VW and its ad agency Arnold did something no other car company had done, it focused on the driver. This strategy allowed the brand to create entertaining and effective pop-culture based advertising narratives.
While VW's competitors like BMW, are become more innovative with their marketing communications, VW plans to do the same. It isn't a case of copying, but deciding what's needed to compete in a marketplace where traditional mass media solutions aren't enough.
The VW/NBC deal will be one to watch, because it could produce some really interesting communication ideas. With NBC, VW has basically bought into a massive idea bank and distribution channel, it will be fascinating to see what they do with it. Influx expects to see VW play a role in content creation, in music and perhaps also with shorts and documentaries. The deal has the potential to re-define conventional notions of static product placement and perhaps start define a future for content driven marketing communications.
One thing that this deal means for certain; more megadeals across content and media between large advertisers and media owners
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VW does not have a reputation for making a good product. Part of VW's recent decline is directly related to the poor reliability of the entire lineup. Consumer Reports recently previewed the cars of 2005 and listed VW in the least reliable category. In fact 20 of the 38 least reliable were from Europe - including BMW, Audi, and Benz. <br> <br>My own experience backs this evidence. I've spent so much repairing my Passsat that I could have bought another car. I was drawn to the design of the car, and the catchy advertising, but it is the worst car I've ever owned. <br> <br>My friend bought one on a recommendation that I made too early, and he is experiencing the very same problems. He recently shelled out $6,200 for new valves and a catalytic converter. I haven't done that yet, but I'm sure that day is coming. <br> <br>It won't matter how creative of inventive VW is with marketing and advertising, with a crappy product they are destined for failure. <br> <br>Anyone want to buy my car?