"Last month, VW unveiled a key element in the buzz-building campaign, a 3,685-square-foot interactive billboard in New York's Times Square. It pictures the bug parked behind his microphone, alongside the headline 'The people want their voice to be heard.' VW is the first brand to utilize the interactive technology of the ABC SuperSign, which allows a two-way dialogue with passersby via SMS. Using their cell phones, pedestrians text their yes or no responses to the poll questions appearing on the sign, and through WAP technology, their texted votes are recorded live on a news ticker.

"After any poll reaches 1,000 votes, the results are displayed via Web banners using advanced keyword tagging to match up relevant content. For example, an ad on an article page about the Democratic primaries uses keyword targeting to ensure the most relevant user-generated statement is displayed. The polling questions range from philosophical queries such as 'Do you want to live forever?' to the topical such as 'Do you want to know the truth behind gas prices?'" [Adweek]