SITE : Volkswagen V-dubsrock

In a groundbreaking new collaboration, First Act has teamed up with Volkswagen of America, Inc. to present the First Act GarageMaster guitar, an innovative guitar that plays through the audio system of select VW models. As of October 3, each new Jetta, GLI, GTI, Rabbit, New Beetle, and New Beetle Convertible will come with the custom-designed First Act GarageMaster guitar.

Owners of new VW models can transform their cars into mobile amps, with a newfound freedom to rock in the driveway, play at outdoor parties, or shred in the beach parking lot. New rockers will hit the road with a First Act GarageMaster guitar in the trunk, ready to stop and dispense riffs wherever the mood strikes.

The Guitar and The Car

The key to the guitar's unique design is a special built-in pre-amp that allows the guitar to plug directly into the VW model's auxiliary jack. The pre-amp was developed with First Act's proprietary V-Stack Technology, a revolutionary analog modeling technique that emulates the tone of sought-after vintage guitar amps. The guitar comes in four VW-complementary colors. An engraved plate on the back of the headstock features the same Vehicle Identification Number (VIN) as the newly purchased car.

The Partnership

"The partnership with First Act is the next iteration of Volkswagen's longstanding history with music," said Volkswagen's Director of Brand Innovation, Kerri Martin, "The Volkswagen brand is culturally known for its celebration of music and all things creative, this exciting collaboration makes a statement that Volkswagen is much more than just a car but a brand with innovative ideas and an unparalleled ability to create unique and appealing connections with its consumers."

"We are excited to be working with Volkswagen because of what our two brands can generate together. Like Volkswagen, we value technological innovation and inspired design," said Bernard Chiu, First Act's Chairman of the Board.

"Through this partnership, we have created a revolutionary way for players to perform," added Jeff Walker, First Act's Vice President of Marketing.

The Promotion

Volkswagen's supporting ad campaign includes TV spots featuring John Mayer, Slash of Guns N' Roses, and Christopher Guest (as Nigel Tufnell of Spinal Tap), with original music produced by Josh Abraham and CJ Vanston. The First Act/Volkswagen promotion runs through December 31, 2006. For more information, visit vdubsrock.com

Crispin Porter + Bogusky created the campaign and handled the media planning.

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