Smartest social media campaign you've ever seen!
Posted: April 26, 2012 | 9:17 ET by Tessa Wegert
Business Insider is calling Smart Car Argentina's Twitter campaign, "The most creative thing we've ever seen on Twitter." It has received online accolades galore. And when you see what Smart Car Argentina has done to promote its compact vehicle, I absolutely guarantee you'll smile.
News of the brand's Twitter ad campaign (if you can call it that) broke a couple of weeks ago when Smart Argentina launched its Twitter account by creating the first ever Twitter-based commercial. Though one might say it's closer in format to a flipbook, the effect is remarkably fluid. For days the brand scrupulously tweeted a series of symbols that, when viewed in isolation, meant little to the consumer. As soon as those consumers visited the Smart Argentina Twitter page and began to scroll down (holding down the "J" button has the same effect), those tweets generated a remarkable short animation that can now be viewed in its entirety here.
You have to love a brand that does something utterly unique with a medium the rest of the world is convinced it knows inside and out. As is the case with most successful viral videos (and viral this one will be), Smart Argentina's effort isn't without substance. It's fun to watch, but it also makes a critical point about the product.
After all, what could be more fitting to a compact car than an advertising message built from 140 characters or less?
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Tessa Wegert is a veteran media strategist with a background in media planning and buying, content development, ad copywriting, and campaign management. As a prominent industry writer she has been covering digital marketing and technology for leading newspapers and trade publications for over a decade. Connect with her on Twitter (@tessawegert) and LinkedIn.