The Creative Criminals social media campaign for the Volkswagen Fox is a great example of generating excitement among a relevant audience – as it:
- Literally takes the product (the car) to the target audience (a younger crowd) at the very cool Planeta Terra Festival in Sao Paulo Brazil
- Legitimately latches onto the social object (music / Planeta Terra Festival) by giving away tickets
- Tackles the problem of awareness generation by coming up with the hashtag #FoxatPlanetaTerra that just about squeezes in everything it needs to
- Connects tweets of that hashtag to zooming in on Google maps to locate the tickets – leading to the term trending on Twitter
This campaign shows that a (fairly unrelated) subject or event may be successfully hijacked by brands as long as it
a) leads back to the product or service in a way that isn’t too obscure and
b) delivers real value to the target audience around the social object chosen.