Volkswagen decided to sponsor the Planeta Terra Festival (big music fest in São Paulo) as it was a great opportunity to bring their trendy car, the Fox, closer to city’s youth.
The challenge for ad agency AlmapBBDO was to spread the Fox message beyond the event walls, reaching every youngster in São Paulo. So they came up with Twitter Zoom!
First they spread a series of tickets in different places within São Paulo. Then, they launched an online platform where visitors could see the Google Maps of the entire city. The mechanic was simple: the more tweets #foxatplanetaterra, the closer the zoom on the map. Then the first one to get to the ticket, won it. This went on for four days straight.
#foxatplanetaterra became a TrendTopic in São Paulo in less than 2 hours, where it remained for the entire length of the competition.