(7 votes, average: 4.43 out of 5)
Volkswagen Brazil recently sponsored the biggest music festival in Sao Paulo, the (sold out) Planeta Terra Festival, where they decided to promote their coolest young car, the Fox, through a seriously good mashup of Twitter, Google maps and real world prize locations.
Volkswagen hid secret tickets across the entire city, and then displayed them on a microsite using Google Maps. The catch was, the map was zoomed all the way out and the only way to zoom in was to have the community band together using the #foxatplanetaterra hash tag, and the more tweets made, the more the map would zoom in, ultimately revealing the pinpoint location of each ticket. At which point it became a foot race in the real world to find them, day and night for 4 days.
In less than 2 hours, the campaign #hastag became the #1 trending topic in Brazil, where it stayed for the length of the campaign. Very cool promo mechanic from BBDO Brazil.
Sounds a fun and interesting mashup. Treasure hunts are so different these days.
[...] Campaigns we wish we had done – Hattip to @neilperkin for this cool use of Twitter from a Brazilian agency. [...]
[...] #Volkswagen lance une chasse au trésor virtu-réelle, basée sur la mécanique du hashtag Twitter et Google maps http://bit.ly/hTYVEu [...]
[...] Lee la noticia en Digital Buzz [ENG] [...]
[...] Via [...]
[...] physical locations Volkwagen show us how to get social media creating a buzz for your product. They promoted the ‘Fox’ car model in Brazil via a treasure hunt fuelled by Tweets and incentivised by free tickets to the hippest gig in town [...]
[...] info | Digital Buzz Archivado en: Marketing Online, Redes Sociales, Twitter Tags: campañas Twitter, [...]
OLD news digital buzz… As if this made your newsletter in May.
@Bookatron – it didn’t make the newsletter, I’m sure you know we only post the very latest … it actually made the “related links” which generates 3 articles based on the similar subject matter…
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[...] an awful lot of case studies, mainly drawn from the world of multinational brands (Old Spice, VW Sao Paulo, Rainbow Warrior and so on). Amusingly, a slide presenting one of the more modest-looking case [...]
[...] wrapping paper with Tweets as part of their Boosted campaign, and Volkswagen invited to people to a Twitter powered treasure hunt mash up with Google [...]
[...] Volkswagen’s Planeta Terra Festival tickets campaign via Twitter [...]
[...] so make your page leaves an impression.One example of a social media campaign that did this was the Volkswagon Zoom Twitter campaign. They made thier audience become involved and definitly left an impression since the event [...]
[...] growing number of tweets. The concept was awesome even though it was debated to be a rip-off of Volkswagen Fox. However, it was a refreshing campaign for Indians as they were seeing something better than the [...]
[...] Sao Paulo, Brazil, Volkswagen ran a social contest to build awareness of its Fox model as the premiere sponsor of Brazil’s largest annual music [...]
[...] Twitter users will see it. In 2011, Volkswagen Brazil was promoting their new car, the Fox, through Twitter and Google Maps while also sponsoring the sold out Planeta Terra Festival. Volkswagen had hidden tickets to the [...]
The whole treasure hunt idea is kickass. Loved the positioning and the Twitter campaign too.
Great job!
[...] on the other hand, took a different approach. Instead of taking back unused characters, they gave away tickets to the Planeta Terra Festival [...]