Posted by Sheila Shayon on November 15, 2011 05:00 PM
Euro RSCG Amsterdam and Perfect Fools have created the world’s first Twitter Race as part of the brand's Citroën DS5 launch marketing activities.
The social media race starts November 17 in Amersfoort, Netherlands, offering Twitter users the chance to win a new Citroën DS5 by being the most persuasive tweeters and directing the car driver’s to their location — no easy feat in 140 characters.
The tool aggregates real-time tweets, navigating the car on the one-day user-led tour around the Netherlands. Citroën fans worldwide can participate on Twitter by using the #ds5race hashtag, while a live videostream from inside the car will broadcast on the Citroën NL Facebook page.
Dutch TV and radio host Froukje de Both is the driver, and a co-pilot will instruct her, via Tweets, where to go. When the time is up, the car will stop, and Froukje and her co-driver will step out displaying a sign with the final Twitter message; the first re-tweeter wins the Citroën DS5.
“We wanted to bring the brand DNA of Citroën 'Creative Technology' alive in this unique project and stay close to our agency philosophy of digital at the core. In Perfect Fools we found a very special partner that showed us how human and entertaining an online experience can be,” stated Peter Hamelinck, creative director at Euro RSCG Amsterdam.
“Euro RSCG's campaign for Citroën is harnessing the power of Twitter and converting it into real life action. We are making the digital physical through a technical solution that converts Tweets into a reality,” says Tony Sajdak, technical director at Perfect Fools.
Euro RSCG Amsterdam is planning a wider integrated campaign in January leading up to the DS5’s February launch.
It certainly gives a whole new social media meaning to back-seat driver!