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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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5 comments

deedeedead's picture
deedeedead
26 pencils

Nice one

Phillhb's picture
Phillhb
126 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
sirvan
29870 pencils

Nice nice nice.

+++

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

dsklan's picture
dsklan
1927 pencils

why not, but its pretty complicated...

elvisarias's picture
elvisarias
37 pencils

love the zoom feature

Elvis

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