Volkswagen Fox: Twitter Zoom

Brief: Volkswagen decided to sponsor the Planeta Terra Festival (big music fest in São Paulo) as it was a great opportunity to bring their trendy car, the Fox, closer to city’s youth. Then came our challenge: spread the Fox message beyond the event walls, reaching every youngster in São Paulo.

Solution: First, we spread a series of tickets in different places within’ São Paulo. Then, we launched an online platform where visitors could see the Google Maps of the entire city. The mechanic was simple: the more tweets #foxatplanetaterra, the closer the zoom on the map. The first one to get to the ticket, won it. This went on for four days straight.

Results: The tweet #foxatplanetaterra became a TrendTopic in São Paulo in less than 2 hours, where it remained for the entire length of the competition.

Advertising Agency: AlmapBBDO, São Paulo, Brazil
Creative Directors: Luiz Sanches, Sergio Mugnaini
Art Director: Guiga Giacomo
Copywriter: Ricardo Wolff
Published: December 2010

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deedeedead's picture
26 pencils

Nice one

Phillhb's picture
134 pencils

While they have done well to get so many people tweeting there #tag, i have to question the value of the medium in isolation, as, people could have tweeted, the #tag without truly understanding the cause/message, just to get tickets. A nice idea though especially with the zoom feature.

sirvan's picture
29870 pencils

Nice nice nice.


"I love some things, and don't love some other things."

dsklan's picture
1925 pencils

why not, but its pretty complicated...

elvisarias's picture
37 pencils

love the zoom feature


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