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
5 Comments
Nice one
http://www.behance.net/JavierValle
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.
Nice nice nice.
+++
"I love some things, and don't love some other things."
why not, but its pretty complicated...
love the zoom feature
Elvis