Volkswagen Group of America uses Amazon shipping boxes to put virtual butts in the virtual seats of its new Taos subcompact crossover this holiday season. It rewards participants with three months of premium music streaming for having virtually participated in the ride.

The German automaker last week unveiled its augmented reality web campaign to promote the Taos, which went on sale in the United States in the second quarter and was the brand’s third best-selling vehicle in the third quarter. , behind the Tiguan and the three-row. Atlas Crossovers.

The campaign uses a QR code printed on the side of more than one million Amazon boxes to direct consumers to a website where they can experience Taos and its features on a digital card, while listening to one of the four bands. digital sound. By registering the virtual disks, consumers can unlock three months of Amazon Music Unlimited at no additional cost, Volkswagen said.

Anyone can access the online gateway QR code, skipping the box.

VW is not the first automaker to turn to Amazon boxes to tout its products. In 2019, Chevrolet promoted its redesigned Silverado pickup on the sides of specially printed boxes. The delivery giant has been selling box-side advertising since 2015 and now does so worldwide.

Kimberley Gardiner, senior vice president of marketing for the VW brand in the United States, said the campaign’s focus on combining driving and music is a perfect message for the Taos, delivering ” potential buyers a unique and musical way to experience another moment of joy from this SUV. “