The Volkswagen Fox sponsored São Paulo’s biggest music festival, Planeta Terra. Our task was to spread the Fox’s message beyond the event, reaching every youngster in São Paulo. We hid a series of tickets within the city and launched an online platform where visitors could see Google Maps. The mechanism was simple: the more tweets #foxatplanetaterra received, the closer the zoom on the map. The first one to get to the ticket won it. This went on for four days in a row. As a result, the tweet became a topic trend in São Paulo in less than two hours.
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