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Volkswagen uses MyClick to generate test drives in China

Shanghai Volkswagen-Skoda tapped image recognition software provider MyClick for a mobile campaign in China.

Volkswagen used MyClick's service to reach out to prospective Skoda consumers to improve its service quality. The Sino-German auto joint venture placed a call-to-action on its Web site asking people to take a picture of the Skoda logo and send that picture via SMS to a short code. The consumer is then sent a page where he or she can schedule a test drive in their area.

"Volkswagen's strategy was to do a brand relaunch and appeal to a younger demographic and it felt MyClick is great vehicle to achieve that goal," said Kevin Cohen, senior advisor at MyClick.

"The reason they chose mobile for this particular effort is because it is cost-affective and measurable," he said. "It is also easy access to a younger audience."

Instead of entering Web site addresses, mobile phone subscribers can simplify the process by using MyClick. It is said to benefit subscribers while establishing interaction between users and brands.

Through one-on-one communication with end users, the automaker can reach its target customers and understand their needs right away and have access to demographic information to establish the customer database.

During the activity, consumers can be connected directly to the WAP site of Skoda.

Once here, they fill in relevant information to find out detailed information on the activity and win a big prize by simply shooting the designated image as shown in the Skoda ad and sending an SMS or MMS message to the designated number.

"MMS is the No. 2 data activity in this country," Mr. Cohen said.

"Our service uses MMS to better reflect brands," he said. "Skoda got a terrific number of test drive requests because of this campaign, exceeding their expectations."