Page 36 - Communicate

Q1 2018 | MEDIA WORK

Street art, tweet art

Volkswagen Middle East and Twitter’s street art activation powered by tweets

olkswagen Middle East teamed Viewers of the live video and visitors physical installation; in this case
Vup with Twitter to for the launch of the public installation were invited to the plotter, through the real-time
of the new model, Arteon, which tweet with the hashtag #VWStreetArt engagement of its users. If branding
symbolizes the blend of art and or to retweet the broadcast’s tweet to activations can allow Tweets to draw,
technology. In order to depict this activate the plotter and complete its the possibilities are limitless as to
blend, the brand created a public section of the drawing. The stream how marketers can truly innovate
installation – a street art project of garnered more than 200,000 unique on the platform.”
sorts – powered by real-time tweets. video viewers. Bruno Gisquet, marketing di-
Artist Paul Bruwer created art- Stephanie Terroir, head of brand rector, Volkswagen Middle East,
work that was publicly displayed in strategy, Twitter, MENA says, “Volk- adds, “We’re proud to represent a
Dubai’s La Mer beachfront while swagen’s #VWStreetArt campaign brand that has worked with Twitter
a plotter, designed and built by the is a great example of how brands as pioneers in such an activation.
maker lab The Assembly, completed in the region are spearheading in- The results that we received were
the illustration on an adjacent canvas novation by integrating online and extremely impressive, with more
in real time. The event was broad- offline experiences. @VWMiddleEast than 40,000 engagements on the
cast live on Twitter and Periscope has successfully managed to lever- platform throughout the campaign
via Volkswagen’s Twitter account. age Twitter’s power to activate a that promoted the activation.”

36 I Communicate