How many tweets does it take to find a Fox?
Every digital campaign these days is trying to squeeze in social media one way or another. Sometimes it's for the right reasons, and sometimes it's not. So don't you just love it when digital creatives come up with campaigns which really get the potential out of these channels. The Volkswagen Fox Twitter Zoom campaign is a great example of a highly targeted, innovative and successful product promotion.
Volkswagen recently sponsored the big Brazilian music festival 'Planeta Terra' Festival in Sao Paulo, seeing it as a great opportunity to promote their trendy little car, the Fox, to their young target audience, using Twitter and Google Maps.
The mechanic was simple
Volkswagen hid a series of tickets across the city and then displayed on a microsite using Google Maps. The mechanic was simple: the more tweets using the #foxatplanetaterra hashtag, the closer the zoom on the map, ultimately revealing the pinpoint location of each ticket. The first one to get to the ticket, won it. Thus ensued a strident foot race across the streets of Sao Paulo to find them, day and night for 4 days.
Compelling stuff. But did it work?
In less than 2 hours, the campaign #hashtag became the #1 trending topic in Brazil, where it stayed for the length of the campaign. Very clever and targeted promo mechanic.
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Submitted by Susie on Sat, 05/07/2011 - 16:17