McCafe and Volkswagen
Landevejen
| Collaboration between McCafe and Volkswagen and Euroman |
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When the popular podcast series ”Arbejdstitel" (published as part of Euroman) started having the idea of taking their concept out on the road, they first took the idea to McCafe and Volkswagen to see if there might be a good match in reaching the target audience in new ways. McCafe and Volkswagen were on board with the idea and together the concept "Landevejen" was created. "Landevejen" was launched as a video series of 5 episodes where the two hosts Euroman editor-in-chief Kristoffer Dahy Ernst and journalist Oliver Enne drive around Denmark to get a feel for the local area, eat good food, see sights and talk to special personalities. Each episode has its own angle and part of the country - but each episode also envolves a talk about the car they drive in and a stop at a McCafe. "Landevejen" quickly became popular and could be consumed both online at Euroman.dk and on Youtube. In addition to these channels, the target audience could enjoy both behind-the-scenes content and in-depth descriptions of the experiences in online advertorials and posts on SoMe. Traffic was driven through cut down versions of the episodes postet on Instagram and used in Meta. |
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