This is a paid promotion from VW, which is why it doesn't show up on their timeline. That will also explain the lower engagement. The CPL video was tweeted out to those who are most interested in the league, hence all the likes and retweets. This VW ad is going to a much wider audience, most of whom don't care and skim right past. But that small percentage that does take notice makes it all worth it.
I regularly purchase social media ads, and estimate that VW will have had to pay <$10,000 to get 1 million views on Twitter, which is peanuts for them.