Tuitorama
Issue 14 | March 2010
Agency
DDB Brazil
Creative Team
Creative Directors: Daniel Bottas, André Pedroso, João Mosterio, Sergio Valente Creatives: Daniel Bottas, André Pedroso, João Mosterio, Tiago Fávaro e Thalles Freitas
Production Team
Web Producers: Leslie Foresta, Denis Gustavo Alves, Thalles Freitas
Other Credits
Account Supervisors: Ricardo Zanella, André Silveira, Communication: Bruna Crepaldi
Date
January 2010
Background
Estrela is one of the largest toy manufacturers in Brazil. They wanted to build the brand by communicating online the fun people can have playing with toys.
Idea
Players can race two cars in a real slot-car game using Twitter to drive the vehicles forwards.
Each day, two words are chosen for the competition. For instance they could be “real” and “virtual”. Tweet the word “real” and the blue car moves forwards. Tweet the word “virtual” and the red car advances. At the end of the day there is a clear winner.
Internet users tweeting the command words followed by the @tuitorama tag can join a racing team and follow its ranking.
A webcam also allows visitors to the site to watch the races live.
At the end of the day, racers on Twitter receive a message telling them which car won and communicating the command words for the next day.
Results
In 22 days, the website www.tuitorama.com.br has had 11,785 visitors, 407 pilots and 41,225 tweets.
Our Thoughts
It’s not just a challenge for toy brands but for most other brands besides, how to span generations, remaining relevant to your newer, younger customers. The solution is to stay true to your values but express them through every new technology you can, across any and every channel. This idea uses social media in a spectacularly innovative way but is still about a good old-fashioned race. My guess is this is but the first of many more ideas in which Twitter is used to generate some sort of offline reaction. As Sergio Valente, President of DDB Brazil said, “The world is convergent and so is advertising.”