STREETSEEKERS by OMD London for Citroen

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STREETSEEKERS

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Industry Cars
Media Promo & PR, Case study
Market United Kingdom
Agency OMD London
Released July 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: CITROËN
Product/Service: CITROËN DS3
Date of First Appearance: Jul 19 2010
Entrant Company: OMD UK, London, UNITED KINGDOM
Entry URL: http://apps.facebook.com/cukstreetseekerstwo/
Industry Manager: Paul Mears (Google)
Digital Planning Manager: Jonathan Kopitko (OMD UK)
Chief Executive: Matt Nash (OOSocial)
Media placement: Digital - Facebook Application - 19/07/2010

Insights, Strategy & the Idea
Whilst Citroën built a reputation for engineering iconic and groundbreaking cars from the 1950s through to the 1970, models launched in recent years have been more conservatively styled. In 2010 this changed. Citroën launched DS3; a supermini which appealed to an emerging generation of ‘conspicuous consumers’ who desire a car that says something about their status and aspirations. Two insights about conspicuous consumers defined their car-buying process: This audience uses digital media to discover and interact with cars rather than visiting multiple dealerships, while they use social media to share recommendations and express their enthusiasm for car brands they like. We needed to ensure that the DS3 excited conspicuous consumers in the digital space and built a social media community to harness the influence which this audience can exert. To do this we developed a technologically ground-breaking game that would appeal to conspicuous consumers’ love of new technology.

Creative Execution
We created a game called ‘Streetseekers’ that allowed Facebook users to navigate their way through a version of StreetView that had been coded into the Citroën UK Facebook page. The game was a treasure hunt through the world of StreetView with the first person to find a virtual DS3 winning the car for real. The game commenced once a DS3 had been ‘dropped’ in the StreetView world, followed by the release of a series of cryptic clues hinting at its whereabouts. The integration of Google StreetView with Facebook in this way was a global first, with the technical build of the ‘Streetseekers’ API requiring input from Google’s engineering team based in California. The competition was supported by blogger outreach and Facebook activity as well as targeted commuter press activity, while Facebook Connect allowed entrants to notify their friends that they had cracked a clue, inviting them to join in.

Results and Effectiveness
DS3 secured 8% market share in the supermini category at the expense of Mini and the Fiat 500. 65,000 people played ‘Streetseekers’ with the average participant taking 55 steps through the StreetView world. With online automotive research and advocacy becoming increasingly important for new car buyers, Streetseekers has helped Citroën UK become the fourth-largest UK motor manufacturer in social media (despite being the 11th biggest in terms of sales), generating over half the current 22,000 Facebook likes for Citroën UK. This is ten times more fans than recruited by Fiat 500 and within striking distance of Mini UK (23,000 likes).