Volkswagen decided to sponsor the Planeta Terra Festival (big music fest in São Paulo) as it was a great opportunity to bring their trendy car, the Fox, closer to city’s youth. Then came the challenge: spread the Fox message beyond the event walls, reaching every youngster in São Paulo.
AlmapBBDO was roped in and they came with this solution:
First, they spread a series of tickets in different places within’ São Paulo. Then, a online platform was launched where visitors could see the Google Maps of the entire city. The mechanic was simple: the more tweets #foxatplanetaterra, the closer the zoom on the map. The first one to get to the ticket, won it. This went on for four days straight.
The tweet #foxatplanetaterra became a TrendTopic in São Paulo in less than 2 hours, where it remained for the entire length of the competition.