Project Fast is VW's "Free Prize"

So Seth Godin wrote this great little marketing book called "Free Prize Inside" (link to amazon). And VW appears to have taken his advice in both a literal and brilliant way. VW is marketing its new GTI Mk5 with what it refers to as their interpretation of the entity 'Fast' - which turns out to be a futuristic demonic looking bunny toy (included with the car of course). On a side note, the toy design actually reminds me a lot of the bunny character in the movie "Donnie Darko".

Anyway, they've come out with a great integrated campaign called Project Fast. So it appears that VW took Godin's advice and put the cracker jack box on wheels, and included one very cool toy.