Renault Netherlands wanted to promote their Facebook page with their latest campaign, they enlisted the help of agency Dorst & Lesser who developed this nostalgic Facebook campaign around the character Grandma Hilda.
The Facebook campaign focused around the story of Hilda and her Renault 4. The concept of the story was that Hilda had loved her Renault 4 but she was now too old to drive and her car was left sitting in the garage. Hilda wanted to give the car away to someone who could also enjoy driving it. Facebook users were asked to visit the Facebook app to play virtual ‘hide and seek’ around an interactive house placing a tag where they thought the missing car key was. The person who placed a tag closest to the missing key would win the car.
The campaign received 10,293 unique tags and the Facebook page increased by 27,930, which doubled the number of fans. This is a good way to use the Facebook platform to create a nice storyline around the competition.
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hmmm is even this allowed? Tagging is part of facebook functions and Facebook doesnt allow their functions to be part of a promotional campaign.
[...] Mio cugino ne aveva una rossa, e a me è sempre piaciuta tantissimo. Per questo vedere ora la campagna che Renault Nederland si è inventata per la sua pagina facebook mi fa non poco sorridere e ripensare nostalgicamente ai pomeriggi passati a giocare su quell’auto, e che viaggi facevamo noi bambini, col motore spento e tanta fantasia. Probabilmente è un po’ di quella stessa fantasia che ha spinto la Renault a raccontare la storia della Renault 4 di Hilda, un’anziana signora che ha amato tanto guidare la sua auto ma che ora, a causa dell’età, non lo può più fare. Hilda ha deciso, quindi, di regalare la sua Renault 4 a qualcuno che possa guidarla e conservarla con lo stesso amore che ci ha semrpe messo lei. Ed ecco l’invenzione dei creativi Renault: Un gioco da fare su facebook per indovinare dove Hilda ha lasciato le chiavi dell’auto, che lei ha perso. Gli utenti potevano “girare” virtualmente per la casa di Hilda taggandosi nel posto in cui pensavano che potessero essere le chiavi. Chi si fosse taggato nel posto più vicino alle chiavi perdute si sarebbe aggiudicato la Renault 4 di Hilda. Risultato? 10,293 tag “in casa di Hilda” e 27,930 fan, praticamente il doppio di quelli che avevano prima della campagna (fonte). [...]
[...] Renault 4: The Facebook Storytelling Campaign [...]
Good old sorytelling still does the trick even if delivered in social media – it is a point worth making again & again
Rob
Am I the only one finding this a bit ageist? Why not make a sexist follow up campaign, featuring a woman who has decided driving is too confusing for her and has lost her keys?
[...] interactive Facebook campaign revolved around Grandma Hilda, a personality who was too old to drive her Renault 4. She decided [...]
[...] because B2B just isn’t the same as business-to-consumer (B2C). While B2C practitioners work on Facebook campaigns for new cars, B2B practitioners are thinking about how to generate the most creative and exciting campaign for a [...]
[...] because B2B just isn’t the same as business-to-consumer (B2C). While B2C practitioners work on Facebook campaigns for new cars, B2B practitioners are thinking about how to generate the most creative and exciting campaign for a [...]