Puma is the main sponsor of Urban Art, the biggest urban art festival in Latin America, taking place for the first time in Chile and Perú, in Argentina it has 6 editions. After the latest edition, our client asked us: - to innovate, surprise, and engage our target in Twitter, the social network with more growth in the region for the young adult market. - contact our followers and also get news followers - Positionate Puma as a trendy and arty brand. - create a powerful social concept related to Urban Art, were everybody can be part of it. Puma is a benchmark of lifestyle and urban art. Our target is curious young adults with a clear artistic profile and they have needs to expressing themselves everytime, in deferent channels online. The Puma Urban Art festival was the link between this lifestyle benchmark and the target: young adults who are interested in art generally and urban art particularly.

Doing some research, we found an emerging discipline which had been explored by only a few... drawing in a tweet. We developed a mobile web tool that could reach out target audience. A simple dynamic application, developed in HTML 5, with the flexibility og ASCII characters. The ten works more retweeted would be exhibited at the festival. With this tool young people can express themselves as they naturally do in the streets, created their own works and share them with others with a retweet. So the target/user becomes a medium too. We´ve also contact our target through Social Media and web, TV Spot, Prints, OOH Buses (The bus nr. 140 as a twit), Posters, guerilla marketing, tactical actions in the street ,in art galleries and festival, making the action more relevant. By combining these different and innovate media, we maximize the idea that everybody could make art trough Puma Tweet Art, and not only seeing it. The ten works more retweeted would be exhibitred at the festival.

Puma Urban Art sixth edition inspired many people with an innovative digital proposal. Puma TweetArt was the hit at the festival. The 30.000 spectators discovered this new discipline and a substantial porcentage interacted with the brand in an innovative way 3.075 original works 12.500 retweets 275.000 contacts 10 new artists exhibited the art work.

Doing some research, we found an emerging discipline which had been explored by only a few... drawing in a tweet. We developed a mobile web tool that could reach out target audience.

A simple dynamic application, developed in HTML 5, with the flexibility og ASCII characters. The ten works more retweeted would be exhibited at the festival. With this tool young people can express themselves as they naturally do in the streets, created their own works and share them with others with a retweet. So the target/user becomes a medium too. We´ve also contact our target through Social Media and web, TV Spot, Prints, OOH Buses (The bus nr. 140 as a twit), Posters, guerilla marketing, tactical actions in the street ,in art galleries and festival, making the action more relevant. By combining these different and innovate media, we maximize the idea that everybody could make art trough Puma Tweet Art, and not only seeing it.

The ten works more retweeted would be exhibitred at the festival.

Puma Urban Art sixth edition inspired many people with an innovative digital proposal.

Puma TweetArt was the hit at the festival.

The 30.000 spectators discovered this new discipline and a substantial porcentage interacted with the brand in an innovative way

3.075 original works

12.500 retweets

275.000 contacts

10 new artists exhibited the art work.