Superdry launched their first Asian superstore, and wanted to maximise awareness on Twitter, driving local hashtag trending alongside a series of street drive events.
How it Works
Brandmovers created TweetFuel, encouraging fans to digitally drive the iconic Superdry Morgan Roadster from London to Mumbai by converting brand tweets into fuel. The microsite allowed progress to be tracked, and included a parallax animation with key milestones where prizes could be unlocked for tweeting with rewards levelling-up as later milestones were reached.
More than 1300 tweets were generated in the first day of the promotion, with over 5 million impressions on Twitter in the first five days. The campaign topped territory hashtag trending for the week of opening, peaking in the top 35 globally.