Challenge
To create a unique role for VW - official sponsor of the torch relay vehicle - by bringing the torch relay event to the online community in China, thus engaging with a potential 200 million people. The 2008 Beijing Olympics were also known as the "Marketing Olympics", there was so much competition from sponsors and ambush marketers. People in China were proud to be hosting the Olympics but they were not always sure how to personally get involved. Our campaign taped into this insight and allowed the people to move from "passive" spectator to "active" supporter by using VW as their vehicle.

Idea
The low cost viral mechanic engages bloggers from the moment they write about the torch or Olympic spirit in their hometown. As soon as the blogger links the article to the official FAW WV torch relay map website, they receive a "Honking Badge" which they embed into their blogs. With this badge, the Blogger composed a personalized tune using different horn sounds from FAW VW vehicles. Each time someone visits his blogs and honks his horn, it plays the personalized tune, and a special counter on the Blog goes up.

Results
The higher the counter the more the blogger stood a chance to win prizes such as an all inclusive trip to the Beijing Olympics, or a 1 year FAW VW car lease. The whole blogging community was honking like crazy. We collected more than 50 million honks!