The PunchDub game leaked to bloggers with an unusual press kit explaining the game. There were videos of the inventor, Sluggy Patterson. Then the Superbowl spot did the main push followed by the online game which lived at vw.com and was played on Facebook.

Stills from the TV spot.

There was an online manual and various levels of the game where you had to choose which type of punch to throw and with which vehicle to throw it. You'd pick a friend on Facebook and it would appear on their wall and run a little animation. You had a chance to win a CC if you punched with all 13 VW models (underlining the idea that the game was no longer just for Bugs and showing the full lineup).

First you picked the kind of punch.

Then you picked the vehicle with which to throw it.

You could win a CC if you threw enough punches with all 13 models.

This was even a corresponding sales event.