Wunderman Buenos Aires is back with another twitter campaign. This time they have leveraged twitter to create a live infographic for every game played in the Copa America Argentina 2011, the most important football championship in South America.
The official microsite aggregated every tweet about every game, and compiled them into an interactive infographic style interface where one could explore the social interaction through every minute of the match!
A celebrity tweets a question about the new Nokia N8. You spot the clue, follow the celebrity, and race to reply with the correct answer before everyone else. Do it fast enough, and you earn the follow-back. Repeat until you have eight.
Wunderman Buenos Aires is given the task to launch the new Nokia N8 smart phone. They create a Twitter-based activation campaign called #The8N8.
The campaign reaches 300,000 Twitter users. It also increases Nokia’s fan base on Twitter and Facebook by over 100%.
What is #The8N8?
A Twitter-based activation by Wunderman Buenos Aires to launch the Nokia N8.
What do participants actually do?
Follow participating celebrities, answer their clue tweets correctly, and do it faster than others to earn follow-backs.
What is the win condition?
Be among the first eight people to get eight celebrities to follow you back.
What are the reported outcomes?
Reach of 300,000 Twitter users and fan base growth on Twitter and Facebook by over 100%.
What is the transferable mechanic?
Turn product messaging into a speed-based game that rewards social proof. In this case, the follow-back.
Twitter is only just taking off in Argentina, and Wunderman Buenos Aires managed to convince Ford to run the pre-launch on Twitter, with great success.
The idea was to give the most followed twitterer in Argentina the one and only new Ford Fiesta available in the country, with the condition that he drive it for 5 straight days, tweeting about his experience. That alone is not new, but the twist was smart. Some of the most famous TV stars jumped in the car and tweeted mini interviews while being driven around in the new Fiesta.
After just 5 days, the campaign had reached over 200,000 people. That is 50% of all Twitter users in Argentina.
It turns product access into a live narrative. One car. One highly followed driver. A fixed time window. That constraint creates focus and makes the story easy to follow in real time.
The celebrity ride-alongs add a second layer. They keep the feed fresh, they pull in adjacent audiences, and they make the tweets feel like “content” rather than a running spec sheet.
What made this a “pre-launch” on Twitter?
The story unfolded through live tweets before broad availability, anchored by one high-profile driver and one car.
What was the core execution?
Argentina’s most followed twitterer drove the country’s only new Ford Fiesta for 5 straight days and tweeted the experience.
What was the twist beyond a standard influencer test drive?
TV stars joined the ride and tweeted mini interviews while being driven around.
What result is highlighted?
Over 200,000 people reached in 5 days, described as 50% of Argentina’s Twitter users.
What is the main takeaway?
Make the launch feel like an event, not an announcement. Access plus a live format beats static messaging.
