Heineken Departure Roulette En Route

In July I had written about the Departure Roulette campaign from Heineken and Wieden + Kennedy which sent daring passengers somewhere totally new and exotic with the push of the red button. Now with the Departure Roulette En Route version, they tapped into the tweets and social conversations around the first stunt to produce a smart follow up stunt.

Heineken tracked down the people who had tweeted about Departure Roulette wishing that they were also dropping everything to travel to a mystery destination and offered a lucky few the chance to play Departure Roulette right there and then…

The Urban Twitter

TBWA was the last agency to move to Lisbon’s advertising district. With their top competitors already there, they decided to showcase their creativity by turning 19 windows of their office into a 36m long twitter billboard.

The video below does not explain how exactly the people were encouraged to send in their tweets, but it does show that people tweeted about politics, taxes, Europe, Merkel’s visit etc. In the end all the window tweeting created quite a stir in the local media.

Fiat 500 America TwitBid

Fiat unveiled an exclusive limited edition run of 500 cars inspired by U.S. style at the Geneva Motor Show. Then through a Twitter based auction they made it possible to win the “number one” car (distinguished by a badge on the external pillar bearing the serial number 1/500 and the winner’s Twitter nickname) starting from a bid of €1.

To win the Fiat, participants were directed to follow @fiatontheweb on Twitter and then place a bid at www.500America.fiat500.com using their Twitter account. As a result Fiat received 700 bids from 293 users, across 11 countries. A twitter follower with a bid of €15,165 was declared the winner of the limited edition Fiat 500 America.

One Small Tweet

Neil Armstrong was the astronaut that took one small step for man and one giant leap for mankind. He was also the man who delivered on John F. Kennedy’s promise to be the first to the lunar surface.

Neil passed away in August 2012 and to honor his remarkable life, The Martin Agency in USA created the One Small Tweet, a 238,855 mile-long virtual voyage to the moon. To get there, they used the power of tweets written by admirers from around the world. Each tribute was hashtagged with #onesmalltweet and aggregated on onesmalltweet.com. Every tweet helped fuel the virtual voyage by 100 miles.

Sprint Unlimited Love Billboard

Sprint in USA has created an integrated advertising campaign for the launch of the HTC EVO 4G LTE phone on their network.

To launch EVO in New York City they setup an interactive billboard in Times Square that encouraged its visitors to tweet things they love with #EVOLOVE to @sprint. Then with the help of local experts the billboard re-tweeted locations of where these things of love could be discovered in New York City. 😎

Volkswagen Polowers

Volkswagen Polowers

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.

The Great Art Heist

They say that beauty is in the eye of the beholder. But if Volkswagen Canada has their say, beauty will be in the hands of the person who’s stealing it. At least that’s the idea behind their latest ambient meets social campaign for the new Volkswagen Jetta GLI.

Since the beginning of October, agency Red Urban has created a series of pop-up art galleries across major cities in Canada, that feature “Light Paintings” made by the movement of the Volkswagen Jetta.

While the frames in the exhibits have been hung for all to admire, they haven’t really been hung that securely, allowing more daring admirers to claim the artwork for themselves. The thieves were also being asked to share their stolen items via Tweets and Facebook posts. Volkswagen Canada’s Facebook page has already started receiving photos from fans decorating homes and offices with the eye-catching imagery…

The Tweeting Fridge

The World Health Organization recommends drinking 2 liters of water each day. However the Brazilian average is only 1.2 liters a day. The reason for the low average is simple: people don’t remember to drink water, especially during work hours. To change that, Bonafont, the market leader in bottled water, wanted to increase the consumption of its product by making people remember to drink more water daily.

So they started by sending a mini fridge with 2 liters of Bonafont to one of the most influential twitters in the country. It was an innovative gift. But the story changed when the fridge was opened. Thanks to technology, they gave the mini fridge a digital life. Every time the door was opened, a tweet was automatically posted on the celebrity’s twitter page, telling thousands of followers that the celebrity was drinking water, and thus motivating them to do the same. With hundreds of predefined messages, the celebrity’s twitter network was reminded every day to take an extra sip.

In a short while the first fridge became an object of desire and the brand’s message spread impressively. Once a month a new personality joined the cause by receiving a new fridge. This helped make more people aware of how important it is to drink water.

With this initiative Bonafont successfully reminded millions of people to drink 2 liters of water every day.

Assembling manuals in 140 characters

The challenge furniture brand Tok&Stok faced was how to communicate that they sell easy to assemble furniture. If one is not an Ikea, the task doesn’t seem to be easy. However agency DDB Brazil cracked it with a cool Twitter-based campaign where the assembling manuals were reduced to a maximum of 140 characters and posted as tweets!

To view the tweets from the campaign visit Tok&Stok’s Twitter account.

Ben & Jerry’s Fair Tweets

How can an ice cream maker use social media to help provide farmers a fair income across the globe? Ben & Jerry’s is the first ice cream company to use Fair Trade certified ingredients and take the challenge on in an innovative manner.

The Fair Tweets program created by their US ad agency Amalgamated gives a simple and easy interface for Twitter followers to donate their unused social media space to support the upcoming World Fair Trade Day (May 14) and Fair Trade issues in general.

To participate visit www.fairtweets.com.