I saw this campaign a couple of months back and its stuck in my mind ever since…just not had chance to add it to my blog! Its a great example of linking tweet hashtag aggregation with geolocation delivering a dynamic campaign driven by user interaction.
The campaign was to advertise the launch of the new VW Fox in Brazil. The target market demographics being young/trendy so they partnered with the organisers of the Planaterra music festival in Sao Paulo and created a treasure hunt across the city to win tickets!
The tickets were pinned onto a zoomed out map of Sao Paulo and a Tweet Race was started using the hashtag #foxatplanetaterra. The more tweets containing the hashtag the closer the map zoomed into the specific location of the tickets. Once the tickets were found then another Race started with a new location – This went on for four days making #foxatplanetaterra trend in Sao Paulo.
Overall very nicely delivered in a dynamic way keeping people engaged and the hype up throughout. What a fantastic way of getting thousands of people talking about your brand..
Watch the video overview below: