Volkswagen FOX: Twitter Campaign

Social Media Campaign

Presented by: Vivian Gil, Fayeza Fatema & Sarah Shehorn

It all started with a car…

The 2010 Volkswagen FOX Re-launch

PURPOSE

Fox Brand AwarenessIn 2010, Volkswagen wanted to

generate more brand awareness for FOX so the brand teamed-up

Planeta Terra, one of the largest music festivals in the world. The

festival takes place annually in the popular city of Sao Paulo, Brazil,

and attracts thousands.

The Objectives: VW’s Challenges

Sao Paulo on a satellite map. Fuchsia indicates

population; over 20 million people live in Sao Paulo.

• To make their presences at Planeta Terra known to every youth in Sao Paul0.

• To create Fox awareness beyond the event.

The Answer: Programming an Engaging Twitter Campaign

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.

EvaluationWATCH:

Results:#FoxatPlanetaTerra became the No. 1 Twitter trend in Sao Paulo within two hours of the launch and remained No. 1 for all four days of the campaign.

Results:Sales – Facts & Figures

* Planeta Terra took place on November 20, 2010

2010

RESULTS:

2010:October to November: +1002

November to December: +3262

A month-to-month Increase in Sales

However, in 2011…

Evaluation: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.

THE END