4320SYD for V Australia
Posted on 10. Sep, 2009 by Jonathan Cherry in Advertising
That's many minutes in Sydney
Virgin Australia are harnessing the power of Twitter in their latest brand building campaign.
It’s called 4320SYD. The basic idea is that three participants are flown from Los Angeles to Sydney with the goal of exploring the city over a 72 hour period with a camera crew, while using Twitter to update their progress every minute – all 4,320 of them. If they succeed, they each win round-the-world plane tickets.
The participants’ tweets are fed through to the campaign website, which features a ‘tweet wall’ of text and images that acts as a visual depiction of their Australian odyssey.
The three winning friends – Jade, Rob and Bobby – were chosen after they submitted an entry through describing why they deserved a three-day Australian holiday. The second place trio won a six-day holiday in the land of the wallaby. [just kidding]
The @4320SYD account will follow the trio’s Sydney adventure, which begins today.
4320SYD follows 4320LA, a campaign run by V Australia that sent three young Australians to Los Angeles to tweet nonstop for three days. Think of 4320SYD as the reverse.
Sounds a bit like the Amazing Race with a Twitter plugin. Nice!
[thanks Andrew]
