4320 LA/SYD
Award: Yellow Pencil
Yellow Pencil / Direct / Online / 2010
To promote V Australia’s ‘Three-day deals to LA’ we created a campaign that positioned LA as a place you don’t just enjoy by the day, or even by the hour, but by the minute. We sent three Aussies to LA for an all expenses paid, hip and happening, jam packed weekend. The catch? They had to tweet every minute they were there, all 4,320 of them. In Australia’s first Twitter based campaign, tweets and twitpics were fed live to a website, which linked through to purchasing the deal. Each minute was also filmed and used in in-flight travel documentaries.
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