Stuttgart. The smart fortwo fits not only into every parking spot, but also into a tweet. smart Argentina has launched the world’s first animated advertising campaign on Twitter – a digital flip book consisting of 455 individual tweets. The message is “smart is the only car that fits everywhere, so why not into 140 characters, too?” Using the individual images, an additional video clip has been produced specifically for social media. The success is overwhelming. In the first 50 hours alone it reached more than nine million twitter users worldwide, while the video attracted enormous interest on YouTube.
The ASCII animation at www.twitter.com/smartArg runs similar to a flip book using the “stop motion” principle. By scrolling down, the images in the 455 individual tweets come to life to create an animation. They show a smart fortwo driving through the city and maneuvering into a tiny parking space. With this innovative advertising campaign, the brand is once more underscoring its role as a trendsetter in modern urban mobility – true to the brand claim “open your mind”.
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Brand, Lifestyle and Social Media Communications, Mercedes-Benz Cars