Our audience was encouraged to upload images of them posing as Action Stars on www.and-action.ch. The participants could increase their chance to win the Grand Prize by gathering votes for their respective picture. Friend’s votes could be gathered with Facebook invitations and send-to-friend mails.

The launch campaign was supported with editorial integration on 20minuten.ch, featuring the high scores of the day, display ads in cinematic environments, Facebook engagement ads, a dedicated Facebook fan page and print ads.

Participation was beyond expectation: Each participant mobilised an average of over 15 friends to come and vote. Also we saw vivid discussions about the new Opel Astra on our dedicated Facebook fan page.

Therefore, we triggered relevant “consumer-talking to-consumer” activities and generated a significant amount of “earned media”.