Social Media Campaign Presented by: Vivian Gil, Fayeza Fatema & Sarah Shehorn
PURPOSE It all started with a car…The 2010VolkswagenFOXRe-launch
In 2010, Volkswagen wanted to generate morebrand awareness for FOX so the brand teamed- up PlanetaTerra, one of the largest music festivals in the world. The festival takes placeannually in the popular city of Sao Paulo, Brazil, and attracts thousands.
• To make their presences at Planeta Terra known to every youth in Sao Paul0. • To create Fox awareness beyond the event. Sao Paulo on a satellite map. Fuchsia indicates population; over 20 million people live in Sao Paulo.
BBDO’s Scavenger Hunt• 10 pairs of tickets were hidden all around Sao Paulo• Twitter followers must tweet and use the hash tag #foxatPlanetaTerra.• The more tweets, the more the satellite map on Volkswagen’s twitter page would zoom-in on the specific location of the tickets.
#FoxatPlanetaTerra became the No. 1 Twitter trend in Sao Paulo within two hours of thelaunch and remained No. 1 forall four days of the campaign.
Sales – Facts & Figures* Planeta Terra took place on November 20, 2010 2010
A month-to-monthRESULTS: Increase in Sales2010:October toNovember: +1002November toDecember:
However, in 2011…
Was this campaign successful?Facts:• Reached target audience – Sao Paulo.• Was able to raise awareness about presence at Planeta Terra.• A huge increase in social media buzz and followers.• A large increase of sales between Nov. 2010 and Dec. 2010.• In 2011, the Fox has dropped two places to #6 in sales rankings for cars in Brazil.• No way to tell if the campaign was directly responsible for an effect (either positive or negative) on the car market.