Polo GTI enters the dating game

2011-05-27 09:21

In one of the more interesting social-media marketing initiatives by a local auto brand, VW has launched its Date Drive campaign.

Date Drive will enable registered individuals to take delivery of a Polo GTI for a date; hopefully increasing the probability of match-making success, or any other consequences one considers a successful date to conclude with.

It could be construed as a rather shallow exercise, but with South Africa’s car-obsessed culture and image aware motoring public, Date Drive has an appeal all of its own.

The campaign opens on Friday May 30, with interested parties registering via the Date Drive website. With the Polo’s neatly trimmed premium hatchback cabin and 132kW of twin-charged 1.4-litre power on tap, the smaller GTI is sure to impress potential partners.

VW will gift each successful participant a handy dating kit too, including cologne, mouth spray and other essentials which can assist in making the date a success.

It’s not all free and fun though. Date Drive participants are expected to send live Tweets of their progress and post a dating “post-mortem” on Facebook and the Date Drive site.

Success is sure to be celebrated.

A dating disaster, though, will be held in clear public view via the social media networks.

Undoubtedly a neat campaign, it has only two potential snags. One concerns the car.

VW’s Polo GTI is only available with the company’s excellent seven-speed DSG transmission which requires no manipulation of the shifter when on the move.

This, of course, negates the driver’s ability to “accidentally” caress a front passenger’s knee whilst changing down from third-to-second gear...

The other issue is explaining the absence of ‘your’ new Polo GTI on the follow-up date, which will force one to unpack that details of your first perfect evening together were perhaps a little more public than private.

It could become a case of: “I don’t trust that new guy, he drives a Polo GTI.” 

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