Execution.

We exploited a glitch to modify Twitter's structure and used the 140 characters to illustrate features such as: the rear view camera, the new engines offering extra mileage, the collision imminent braking system, the lane change alert, the rear cross traffic alert and our cars’ infinite customisation options.

Results.

A mere 6 tweets on the Opel profile generated more than 10 million impressions, becoming a trending topic in Spain. What's more, many users took their cue from our tweets to create their own messages, stamping their own mark on the campaign.