Toyota Shareathon
How do you make the year's biggest sales event—Toyotathon—something people literally can't stop talking about? We incentivized tweets (and RTs) with real cash, while providing players with a fun graph of their tweets’ virality.
Over the course of its 10-day run, Shareathon garnered over 20,000 tweets and more than 31 million earned media impressions.
AWARDS:
Internet Advertising Awards (IAC), "Outstanding Social Media Campaign"
UX: Overview
The intro screen.
The tweet everyone and their mother tweeted.
What a lonely, newborn seed tweet looks like:
What a mature (and highly profitable) tweet with many retweets looks like.