We sponsored the Kraftwerk performances at MoMA. As sponsor, VW had 800 tickets to give away. When MoMA's ticketing site failed, VW came to rescue with VW GIFaway, an art exchange for tickets to the sold-out shows. Fans submitted original animated GIFs for a chance to see Kraftwerk. Our goal: give true Kraftwerk fans a chance to see their idols. The inspiration: animated GIFs are the currency of the internet. GIFs fit the Kraftwerk aesthetic and the art exchange complemented MoMA's role of celebrating the arts.

Launch the campaign
Published
August 2012
Topics

The Story

We sponsored the Kraftwerk performances at MoMA. As sponsor, VW had 800 tickets to give away. When MoMA's ticketing site failed, VW came to rescue with VW GIFaway, an art exchange for tickets to the sold-out shows. Fans submitted original animated GIFs for a chance to see Kraftwerk. Our goal: give true Kraftwerk fans a chance to see their idols. The inspiration: animated GIFs are the currency of the internet. GIFs fit the Kraftwerk aesthetic and the art exchange complemented MoMA's role of celebrating the arts.

The audience for the event appreciates art, music and cool internet culture. VWGIFaway was created as a platform for posting, sharing and viewing GIF submissions from fans all over the world. Through Twitter and Facebook, we amplified the contest and transformed a traditional concert and ticket giveaway into something meaningful and unforgettable. Digital and physical merged when we projected animated GIFs on the corner of Houston and Bowery. The projection featured a live Twitter feed of events going on inside the concert.

The Technology

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    Social

    Twitter

    Facebook

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    Web/Apps

    Web

The Results

VWGIFaway was the result of merging art, music and internet culture into a fan-powered activation that celebrated fan creativity and expression. For the five days that the contest ran, VWGIFaway received over 11,000 unique visitors and 6,000 GIF entries, with users spending an average of over three minutes on the site. The VWGIFaway story was featured in over 21 top publications, earning 2.6 million views on Twitter and over 75 million media impressions. What began as a simple sponsorship evolved into a true, interactive partnership. Fans had as much to do with the experience as the performers and sponsors.

8

team members working on this project

2

gigabytes of data used

75

million media impressions

Launch Date March 3, 2012