Direct > Use of Direct Marketing
SMART TWITTER SPOT
BBDO ARGENTINA, Buenos Aires / MERCEDES BENZ / 2012
Awards:
Overview
Credits
Overview
BriefWithProjectedOutcomes
We developed the first Twitter commercial. Visitors to Smart Argentina's Twitter page can scroll in Chrome using the J and K buttons to see a cute animation of a Smart car travelling through the city as passers-by cheer on. Each frame, of course was made out of 140 characters or fewer.
ClientBriefOrObjective
We had to launch @smartArg, the Twitter account of Smart Argentina. We developed the first Twitter commercial. Very appropriate, considering that Smart is the only car that fits into 140 characters. Visitors to Smart Argentina's Twitter page can scroll in Chrome using the J and K buttons to see a cute animation of a Smart car travelling through the city as passers-by cheer on. Each frame, of course was made out of 140 characters or fewer.
Effectiveness
We launched the Twitter account on April 4th, 2012 gaining the attention of thousands of consumers in social media. In only 4 days @smartArg gained more than 2,000 followers, quite an amazing result for the brand, compared to smart Twitter accounts in other countries (@smartcarUSA has 3,239 followers). TechCrunch and Anonymous talked about it, and we even got a tweet from Adam Bain, President of Revenue at Twitter. 'The most creative use of Twitter yet' was the phrase used several times.
Relevancy
This was a unique use of Twitter, the first spot made on Twitter. Very appropriate for smart, considering that it is the only car that fits into 140 characters.
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