Social Media plays an important role in marketing – from outreach and raising a company’s voice, to enhancing the brand and as a CRM tool. Once only a digital marketing experiment, social media has become an integral part of any marketing campaign – both traditional and digital.
Online platforms such as Twitter put larger brands in direct connection with consumers, and can take advantage of their instantaneousness aspects of that particular network. Granted the content is interesting and original, this can create an almost immediate buzz.
Volkswagon is a used Twitter and Google Maps to market Planeta Terra, a highly popular music festival based in San Paolo, Brazil. As sponsors of the event, it was in Volkswagon’s best interest to garner a large amount of attention for the festival and looked at the cost-effective Social Media as a medium to do so. Volkswagon had high hopes of the younger audience of Pleneta Terra being responsive to their new, Fox car model.
Tickets were spread throughout 10 different locations in Sao Paolo. Volkswagon’s custom platform allowed users to easily see a Google map of the entire city. Users were asked to include #foxatplanetaterra in any tweet they wrote. The more they tweeted, the more the map zoomed in and the closer the user got to the tickets. The first to arrive were given two free tickets. After the prize is claimed, the race started all over again.
The approach can easily be SPAMMY – but nevertheless, the campaign saw a high volume of user partcipation and was considered highly successful. Practically, Volkswagen was able to get the word out on both the festival and the new Fox model. Even those that did not attend the event were curious about the contest and further investigated with enthusiasm.