Social Commerce

Volkswagen Skoda | The More You Like, the Less You Pay

So here’s an interesting spin on Uniqlo’s recent holding page social commerce promotion; Volkswagen’s Škoda brand is running a “The More You Like, The Less You Pay” promotion on Facebook in Belgium for its Fabia model (open web promotional page here).

Answering the existential problem of how much a Facebook Like button is worth – Volkswagen is now knocking 2€ off the price of a new Škoda Fabia for every Like it receives (screenshots below show just 1€ off per Like, but Volkswagen has since doubled the value of a Like to 2€ (sign of the times?)).  Once you Like the car – you get 48hrs to buy it at the new – two euro less – price – if not it goes back on the market.  The catch is that right now there’s only one car on sale…

A PR stunt certainly, but interesting nonetheless…  Could there be something in this reverse auction idea for social commerce?  Hmm…

Chartered psychologist specialising in consumer behaviour, wellbeing and technology. Certified CX professional experienced in Design Thinking. A researcher, writer and speaker, Paul is head of Digital Insight at SYZYGY.