Our idea was to connect the two audiences in a revolutionary new way. We determined that Twitter was the ideal platform because it was trusted, authentic, accessible, and provided us the opportunity to expand our campaign reach. Using Twitter in a traditional way did not meet our objectives, so instead we adopted the Twitter hashtag #LRNY to create a dynamic communications channel. We used the hashtag at the core of our cross-channel campaign. We established that our desired outcome was to increase awareness of 2010 vehicles and increase website traffic by +5%, which is the historical average auto show lift.