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Library/Campaign/Volkswagen “The Force”
Grade B20 sourcesHIS-01511

Volkswagen “The Force”

Campaign · 2011 · Notable

55Editable slideCertificate

Volkswagen's agency reported 17 million YouTube views before the Super Bowl broadcast.

Original · Volkswagen / Deutsch LA / Park Pictures; director Lance Acord
volkswagen-superbowl-2011
TIME
See the Ad That Just Eclipsed Volkswagen's 'The Force' as the Most Shared Ever
Adweek

Spread Score

How it works
ReachNo data yetContagion35Breadth50Velocity87LongevityNo data yet55

Numbers

Seed to observed peak
2 days
Feb 2 ’11 to Feb 4 ’11
Platforms
4
Started on YouTube
Origin
Mixed
Auto & mobility

Mechanics

  • TransgressionPrimary
  • Platform jump
  • Press loop
  • Response chain
  • Controversy

How it spread

Trace the origin

Volkswagen posted The Force before its paid Super Bowl airing. YouTube reported a launch-week daily-view peak before the game. News outlets covered its popularity, and Marvel and Greenpeace made parodies.

Observed peak within the documented measurement window; not an all-time maximum.

Dec ’10Mar ’11MayJulNovAug ’12Aug ’13Aug ’14May ’15OctMar ’16PressYouTubeOpen webTV
PressYouTubeOpen webTV

12 more events on this chart

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Timeline (15)

  1. January 2011

    Volkswagen of America precursor · Jan 26 ’11

    Volkswagen announced a Lucasfilm partnership and two Super Bowl spots for vehicles due in the fall.[1]

    Open the first post ↗

  2. February 2011

    Volkswagen / Deutsch LA seed · Feb 2 ’11

    Volkswagen posted the 60-second version of The Force on YouTube before its Super Bowl airing.[2][3]

  3. John Gruber platform jump · Feb 2 ’11

    John Gruber linked the video on Daring Fireball and called it a funny, well-done spot.[4]

  1. press · Feb 3 ’11

  2. observed peak · Feb 4 ’11

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Why it worked

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Origin
Mixed
Sector
Auto & mobility
Region
US
Reported figure
—
Evidence
Grade B

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