Since 1951, South Africans have loved Volkswagen. In fact, you'll probably find one on every street, road, highway and byway in the country. We wanted to find an innovative way to celebrate the impact that Volkswagen has had on South African streets, and bring this nostalgic connection into the social media space to kickstart Volkswagen South Africa's Facebook Page.

Launch the campaign
Published
February 2013
Topics

The Story

Since 1951, South Africans have loved Volkswagen. In fact, you'll probably find one on every street, road, highway and byway in the country. We wanted to find an innovative way to celebrate the impact that Volkswagen has had on South African streets, and bring this nostalgic connection into the social media space to kickstart Volkswagen South Africa's Facebook Page.

We thought about how we could find all the Volkswagens in the country - Luckily for us, somebody had gone to all the trouble of photographing just about every single Volkswagen on the streets of South Africa: Google Street View.

So, we launched a Facebook game which challenged users to find as many Volkswagens as possible on South African streets using Google Street View in a custom-designed Street Quest gaming interface.

The Technology

The Results

More than 413,558 Volkswagens were found and ‘Pinned’ in Volkswagen Street Quest. Over 103,000 Google Street View scenes were claimed, with players spending an average of 10 minutes and 9 seconds playing the game. The number of Facebook Likes on the Volkswagen South Africa Facebook Page more than doubled in size from 15,144 to over 38,800 fans. The Facebook Page’s Total Average Weekly Reach grew from 103,993 to 621,530 unique users, with a peak of 1,006,660. The online videos had over 30,000 views on YouTube, and the PR generated created immeasurable value for Volkswagen South Africa.

7.5

total hours of missed sleep

15

team members working on this project

3650

total cups of coffee drunk

Launch Date July 9, 2012