Passat

Achtung! VW’s LinkedIn Challenge.

Last year LinkedIn launched it’s developer network with a new LinkedIn API. I haven’t really seen any advertisers take advantage of the API yet, the same way that they have with other social networking platforms like Facebook. Recently though Achtung developed a new LinkedIn based campaign for the 2011 Volkswagen Passat in the Netherlands. The campaign is based on the idea that the new Passat is as full of features, as your LinkedIn profile is full of information.

The campaign is called “LinkedUit” (LinkedOut) and gives anyone who challenges a friend on LinkedIn to the competition a chance to win a brand new Volkswagen Passat. The objective is simple, all you have to do is have the strongest LinkedIn profile in Holland. Once you connect with the site here, it challenges a chosen connection on education, experience, recommendations and connections to award the LinkedIn victor, and the LinkedOut loser.

There are a couple of things that benefit everyone involved in the game. In order to win the participants  need to be more involved with LinkedIn and beef up their profiles. Which stimulates LinkedIn usage, and that is a plus for them. At the same time Volkswagen gains access to a large database of potential customers on a world wide scale, a plus for VW. Playing off of the competitive nature of most people VW and LinkedIn have created a simple viral game that encourages participation that benefits all parties involved.

I’m curious to see how many people actually take that first step and challenge a coworker. I am also curious to see how many of the people that lose, go back and try to beef up the profiles to win a challenge in the future. With buy in and support from LinkedIn, getting these kinds of numbers at the end of the campaign would be easy, and it would make for a great case study on the effectiveness of LinkedIn’s API, and the power of this kind of advertising.