Cannes Lions

SPARTA, THE GREAT BICYCLE ROBBERY

CCCP, Amsterdam / SPARTA / 2013

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Overview

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Credits

Overview

Description

The Great Bike Robbery is a Facebook connected game in which Sparta asked users to steal their bicycles instead of buying them. You could steal bikes from Sparta's online showroom on 18miljoenfietsen.nl or from a participating Facebook friend. Because friends started stealing from each other, the game spread like wildfire across Facebook. After a while the Police started to interfere. They closed the Sparta showroom and started recovering bikes from Facebook. The nine people that managed to hold on to their Sparta until the end, were rewarded with a real version of the bike they had stolen.

Execution

The Great Bike Robbery is a Facebook connected game in which Sparta asked users to steal their bicycles instead of buying them. You could steal bikes from Sparta’s online showroom on 18miljoenfietsen.nl or from a participating Facebook friend. Because friends started stealing from each other, the game spread like wildfire across Facebook. After a while the Police started to interfere. They closed the Sparta showroom and started recovering bikes from Facebook. The nine people that managed to hold on to their Sparta until the end, were rewarded with a real version of the bike they had stolen.

Outcome

15,356 thieves

31,269 stolen bikes

One bike was stolen 50 times in a row!

34,010 published stories on Facebook

88,018 unique visitors on 18miljoenfietsen.nl during the 4-week contest

4 minutes average time on site

70% of the thieves were younger than 34

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