Saturday, May 26, 2012

How to make your new launch the topic of online conversation

Citroen's 2012 launch campaign on Twitter is an excellent example of how to keep up the buzz on a new launch. It makes live the oft-spoken term in marketing circles about social media being the back-seat driver for brands.


Citroën DS5 Twitter RaceEuro RSCG Amsterdam and Perfect Fools created the world’s first Twitter Race to launch Citroën DS5. The social media race offers Twitter users a chance to win a new Citroën DS5 by being the most persuasive tweeters to direct the car in their location within 140 characters.

A tool aggregates real-time tweets and navigates the car on a one-day user-led tour around the Netherlands while a live videostream from inside the car is broadcasted on the Citroën's Facebook page.



Samsung too had a similar Twitter campaign called 'Draw your tweet'  to keep the buzz going during its launch of Galaxy Note. 

“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,” 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 the activation partner, Euro RSCG.

Click here to watch the Best Viral Videos nominated for the Bestees award this year.