Volkswagen Brazil recently sponsored the biggest music festival in Sao Paulo, the (sold out) Planeta Terra Festiva. It used the event as an opportunity to bring its trendy car, the Fox, closer to city’s youth.
Volkswagen hid tickets across the entire city, and then displayed them on a microsite using Google Maps. The catch was, the map was zoomed all the way out, and the only way to zoom back in was to have the community band together using the #foxatplanetaterra hashtag. The more tweets, the more the map would zoom in, ultimately revealing the pinpoint location of each ticket—at which point, finding the tickets became a foot race in the real world.