#Turkcelltweet

Mobile internet has not been very popular amongst general users in Turkey. Yet Turkcell was planning to launch new smartphones bundled with mobile internet. In order to make this introduction work they wanted to create awareness amongst internet users who would be interested by tapping into the home ground of Turkish heavy users; Twitter.

Instead of reaching the target audience with another banner campaign, Turkcell created a unique live competition which enabled Twitter users to participate and spread the message. Using a live video feed, Turkcell asked the twitter crowd to unpack a surprise box by tweeting what was written on the attached post-its. Hereby they had to use the hashtag #turkcelltweet. As the post-its unfolded, Turkcell wrote their campaign messages and the users spread the word to their followers voluntarily.

To keep the crowd interest many mini-games (including Pictionary, Trivia and word puzzles) were added to the competition. The winners of these games won minutes and mobile data packages. In the last post-it Turkcell even asked all participants to be retweeted by a celebrity. The ones who completed this big challenge won the very phones that were bundled with internet.

The competition was live for three hours a day for seven days. During this campaign more than 56.734 tweets were send using the accompanying hashtag. This resulted in an approximate reach of 3.6 million people and Turkcell being a trending topic for eight days.

Volkswagen “Fox no Planeta Terra” Twitter Zoom

Volkswagen Brazil recently sponsored the biggest music festival in Sao Paulo, the (sold out) Planeta Terra Festival, where they decided to promote their coolest young car, the Fox, through a seriously good mashup of Twitter, Google maps and real world prize locations.

Volkswagen hid secret tickets across the entire city, and then displayed them on a microsite using Google Maps. The catch was, the map was zoomed all the way out and the only way to zoom in was to have the community band together using the #foxatplanetaterra hash tag, and the more tweets made, the more the map would zoom in, ultimately revealing the pinpoint location of each ticket. At which point it became a foot race in the real world to find them, day and night for 4 days.

In less than 2 hours, the campaign #hastag became the #1 trending topic in Brazil, where it stayed for the length of the campaign. Very cool promo mechanic from BBDO Brazil.

Outside the Box

Go beyond the cover: Digital marketing campaign for Dermablend http://bit.ly/LoQc9Z 

In this dramatic demonstration of the ability of makeup to transform a person’s appearance, the model in this video reveals a most unexpected secret under layers of professionally applied makeup. He is in fact heavily tattooed model and performer Rick Genest (aka Zombie Boy). The video is a viral ad for Dermablend makeup, whose lineup includes a “Leg and Body Tattoo Primer.”