To capitalize on the lead up of the 2014 FIFA World Cup, Brazilian fast food chain Giraffas created a mobile game that turned their tray papers into a virtual soccer field. To play, the consumers had to rip the side of the paper tray, make a paper ball and flick it into their mobile screens. 😎
7 million tray papers were printed and the game was made possible by using the smartphone camera to recognize the ball distance, accelerometer to identify the trajectory of the kick and the microphone to recognize the area of the impact.
Volkswagen Polo is one of the most desired cars amongst the youth of Spain. To make a big entry DDB Spain created a Tweet based race that would make VW Polo the most trending topic on Twitter for that day.
A special hashtag #Polowers was created in order to give a name to the VW Polo Followers. Then to generate conversation amongst the Polowers a race was setup where each tweet took the follower to the first position. When the Polo stopped at one of the 5 designated stops, the follower in the first position at that time would win a prize – iPad, Denon Ceol music system, Leica D-Lux 5 camera, VW Bike and eventually the grand prize VW Polo itself.
In terms of results, the campaign generated more than 150,000 tweets in 8 hours after launching, at a rate of 5 tweets per second and reached more than 10% of Twitter’s total audience in Spain. It also became the leading Top 10 trending topic and generated a record breaking amount of traffic to Polo’s product section on Volkswagen.es.
Last year Mercedes-Benz had created a tweet based race that had real life cars fueled by tweets. 🙂 Check out that campaign here.
