Twitter users get the chance to win a new Citroën DS5 by posting the most persuasive tweets in the first ever Twitter Race.
Starting on November 17 in Amersfoort, Netherlands, Citroen will sponsor a road rally being directed by Twitter followers. Tweets will navigate the car on the one-day user-led tour around the Netherlands. A co-pilot will instruct the driver through the course--as directed by Tweets. At the end of the race, which is timed and can be monitored on a Facebook page, the driver will stop, hold up a sign with the most recent Twitter message and the first person who sees it and tweets back wins the car.
“We wanted to bring the brand DNA of Citroën 'Creative Technology' alive in this unique project and stay close to our agency philosophy of digital at the core. In Perfect Fools we found a very special partner that showed us how human and entertaining an online experience can be,” stated Peter Hamelinck, creative director at Euro RSCG Amsterdam.
The company is planning a wider integrated campaign beginning in January to broadcast the DS5’s February launch.