We called it Punch Bug when I was a kid and we played it on the way to school and on every road trip. We never questioned where the game of punching someone else when you saw a VW Beetle came from but in this brilliant campaign launched today, VW claims to have found the guy that did. Sluggy is a little rough around the edges, but that makes him lovable.


Kudos to VW for incorporating something so ingrained in our culture into a modern social media campaign. You can follow Sluggy on Twitter, “meet” him on VW’s site and even follow him on his blog. If they can keep his unique personality and manage what is sure to be voluminous following, VW just upped the ante on social media campaigns with emphasis on the emotional connection component of “social”.