In order to generate conversation with users, we generate content for social media where from Fiat 500 tweet campaign, a car that transformed the tweets of people into fuel, we created the first Road Tweet. And so it was born a history of route through tweets.

We chose Route 40, the longest road of Argentina and convened two tweetstars to be the protagonists of this history by sharing this travel experience in real time with their thousands of followers.

Through a microsite, people could monitor live the status of the Fiat gas tank and add tweets so that the car could keep running.

Implementation

The big challenge was to go the long way of Argentina with the involvement of the people.

The Twitter team help us to understand what the key moments were so we could activate the content and the audience consume it and get it in real time.

We distribute content in different formats: Videos, Poll, Capsules, Challenge, Periscope, etc.

Timeline

The campaign was divided into 3 stages.

The first week special pieces were created to generate the warning up of the action.

The 2nd stage was the trip and lasted 11 days when thousands of users mainly followed the action from their mobile devices.

And finally, after the end of the trip the generated content went viral for a week to continue amplifying action.

The campaign ran from November 23 to December 11, 2015

• Placement:

Facebook

Instagram

Twitter

google Search

• Scale: $ 300,000

List the results.

• Reach: 25,000,000 impressions

• Engagement: More than 280,000 hits and 3,400,000 Views

• Sales: $ 300,000

• Achievement Against Business Targets: The Twitter account increased by 500 followers a day during the campaign.

Instagram followers increased a 25%