This case study is related to Monday’s InterTwitter race in more ways than one. It’s again another great example of using Twitter to engage consumers and get them not only to talk about your brand but also get out and actively do something in real life.
Volkswagen Fox sponsored the Planeta Terra music festival in Sao Paulo, one of the biggest in the city. And to get the Paulistas to talk about it the offered a few free tickets, only that to find them they had to play a sort of Twitter treasure hunt by typing #FoxatPlanetaTerra. The hashtag rocketed to the top position in the country.
With these two case studies I also opened a section in Ogilvy’s Asia Digital Map, where I’m going to contribute regularly on the topic of Digital Activation alone. There will be some overlap but also more digital oriented work so it could be a good idea to check it out from time to time.
In any case, it’s a great blog on all things digital so worth adding it to your RSS. Because you’re using an RSS reader, aren’t you?
Regional Executive Creative Director, Geometry Global Asia Pacific