The "People's Car Project" is the first real brand platform under the approach of participatory marketing, which asked the 420 mill netizens in China the question "What kind of car do you want?"
The platform combines playful, entertaining and dialogue-oriented elements, which are all about the topic "The People's Car". With the help of 3D car configurations, the users can design individual components of the vehicle. These can be evaluated and discussed by other users and thus give Volkswagen a chance to deduce insights and utilise them in the development.