Cannes Lions
CCCP, Amsterdam / SPARTA / 2013
Overview
Entries
Credits
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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9 items