An analysis of a popular social media campaign.

1. Social Media Campaign
Presented by: Vivian Gil, Fayeza Fatema & Sarah
Shehorn

2. PURPOSE
It all started with a car…
The 2010
Volkswagen
FOX
Re-launch

3. In 2010, Volkswagen wanted to generate more
brand awareness for FOX so the brand teamed-
up PlanetaTerra, 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.

4. • To make their presences at Planeta Terra known to every youth in Sao Paul0.
• To create Fox awareness beyond the event.
Sao Paulo on a satellite map. Fuchsia
indicates population; over 20 million
people live in Sao Paulo.

5. 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.

7. #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.

8. Sales – Facts & Figures
* Planeta Terra took place on November 20, 2010
2010

9. A month-to-month
RESULTS:
Increase in Sales
2010:
October to
November: +1002
November to
December:

10. However, in 2011…

11. 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.