SharePerfect Fools, the international creative studio, brought Euro RSCG’s vision to life, by building a tool that would aggregate Tweets in real time and, through live streaming, navigate the car. The result is a one-day user-led tour around the Netherlands.
The social media race starts on 17 November in Amersfoort and gives Twitter users the chance to win a new Citroën DS5 by directing the car. The most prolific Tweeter will persuade the drivers to come to their location.
Driving the car is Dutch TV and radio presenter, and avid car enthusiast, Froukje de Both. Alongside her is a co-pilot who will instruct Froukje which way to go using Tweets.
When the time is up, the car will pull over and Froukje and her co-driver will step outside, and hold up a sign with the final Twitter message. The first person to Tweet the message back to them wins the Citroën DS5.
A live videostream from inside the vehicle will broadcast on the Citroën NL Facebook page, accessible via www.citroends5twitterrace.com.
The Facebook page also features a teaser video, a countdown clock, and a call to action encouraging participants to RSVP the race date. Additional activity includes Facebook ads, local PR, blogger outreach and an official media partnership with Dutch radio station, 538.
Peter Hamelinck, creative director at Euro RSCG Amsterdam, said: “We wanted to bring the brand DNA of Citroën “Créative Technology” alive in this unique project and stay close to our agency philosophy of digital at the core. In Perfect Fools we found a very special partner that showed us how human and entertaining an online experience can be.”
Tony Sajdak, technical director at Perfect Fools, said: “It’s a social campaign; Euro RSCG's campaign for Citroën is harnessing the power of Twitter and converting it into real life action.
“We are making the digital physical through a technical solution that converts Tweets into a reality.”
The race only takes place in the Netherlands, but Citroën fans across the world can follow the action on Twitter using the hash tag: #ds5race.
Euro RSCG Amsterdam will unveil a wider integrated campaign in January leading up to the DS5’s launch in February 2012.
*This campaign was named by AdAge as one of the top ten social media campaigns of 2011 http://adage.com/article/special-report-book-of-tens-2011/ad-age-s-book-tens-social-media-campaigns/231498/
Posted Monday, 14 November 2011
Tags Perfect Fools, Citroen, advertising, digital advertising, social media, social, twitter, tweet
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