Beetle bets: Volkswagen gets the gambling bug

Sweden– Creative agency DDB Stockholm has created a new, novel digital campaign to launch the Volkswagen Beetle – a real life, betable race featuring 8 living beetles as the ‘vehicles’.

The project – aptly named Bug Run – is being run as a daily live competition over five days, set on a miniature model racecourse. Each screening is live and consumers can bet on which bug they think will win. (Consumers can place either a ‘fun bet,’ without using money, or a ‘real bet,’ in association with the betting site Betsson.com.)

Like a normal betting site, the Bug Run website features daily statistics and beetle biographies, alongside information on the new Beetle Turbo car model, dubbed ‘The most powerful Bug of all.’

This is a great example of a brand using gaming to build a relationship with and engage consumers. Find out more in our Gamification microtrend.