volkswagen fox
DESCRIPTION
An analysis of a popular social media campaign.TRANSCRIPT
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Volkswagen FOX: Twitter Campaign
Social Media Campaign
Presented by: Vivian Gil, Fayeza Fatema & Sarah Shehorn
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It all started with a car…
The 2010 Volkswagen FOX Re-launch
PURPOSE
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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.
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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.
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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.
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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.
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Results:Sales – Facts & Figures
* Planeta Terra took place on November 20, 2010
2010
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RESULTS:
2010:October to November: +1002
November to December: +3262
A month-to-month Increase in Sales
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However, in 2011…
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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.
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THE END