Volkswagen, twitter zooming and delivering value

Posted on: April 12, 2011

The Creative Criminals social media campaign for the Volkswagen Fox is a great example of generating excitement among a relevant audience – as it:

  1. Literally takes the product (the car) to the target audience (a younger crowd) at the very cool Planeta Terra Festival in Sao Paulo Brazil
  2. Legitimately latches onto the social object (music / Planeta Terra Festival) by giving away tickets
  3. Tackles the problem of awareness generation by coming up with the hashtag #FoxatPlanetaTerra that just about squeezes in everything it needs to
  4. 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.

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