The Jetta Report

Has anyone been to The Jetta Report? Wow, this site is quite amazing. And I am not saying that because I currently work in an advertising agency. I played around with it a bit and it is fun. It basically is an unscientific survey of car owners. If you do not have a Jetta, you can choose what kind of car you drive and take the same survey.

What is amazing about this survey is it is completely interactive and you do not even realize what Volkswagen is doing. Do I camp? Yep. Oh, look at that, Jetta owners are 84% more likely to camp than other car owners, while Ford owners are only 37% more likely.

It is amazing what lengths companies will go to find out what we are interested in. You bet Volkswagen is interested, and so will other companies.

I heard an interesting stat today, for the first time; consumers are purchasing more in media than agencies are buying. Basically we are spending more on music, games, etc., than agencies are spending on placing ads on television, online, in magazines, etc. This means you will see a lot more efforts like The Jetta Report in the future.

Another reason is laptops and wireless connectivity means more people are surfing the Internets and watching TV at the same time. It is a perverse form of multitasking people in the late 20s and younger are getting good at. So it is a double whammy, you need a commercial that is attention grabbing, and a Web site that sucks people in. I believe the Jetta Report does this, and it does it well.

Has anyone notices the Sprite commercial that encourages viewers to play it back with their DVR? Guess why? Yeah, we are fast-forwarding through commercials.

What is the next step in advertising? It will always be around and it will always evolve to be just as effective.