We created a Facebook application allowing followers to navigate the car on a 1-day user-led tour around the Netherlands using hash tag: #ds5race. The driver and co-pilot asked the crowd in which direction the car should go: left or right, Rotterdam or Amsterdam? The Facebook app turned these Twitter answers into directions for the driver by calculating them into a percentage (73% left, 27% right). The most prolific Tweeter won the car by directing the drivers to his/her location. On Facebook 2 live streaming cams kept the audience up to date. Google maps showed the position of the car.

Millions of people got the opportunity to read about the innovative and exciting Dutch pre-launch promotion of the new Citroën DS5. The PR and buzz campaign generated a PR value of around €2.8m and an OTS over 38m. Additional activities included paid blogger outreach, Facebook ads and an official media partnership with Dutch radio station 538, also reaching hundreds of thousands of people. During the one day race, Tweets poured in with an average of 524 an hour, making #DS5race Trending Topic No.1 in the Netherlands. The number of Facebook 'likes' on the Citroën NL page increased by 30.7%.