Smart car communication has been absent in the Lebanese market for almost 5 years now, resulting in a decrease in sales. The objective for 2011 is to re-launch smart as the ideal city car and increase sales. Budget: US$50,000 for the year.In order to achieve the objective with such a low budget, we gave consumers the car to explore the city with and the means to share their experiences online.A 1-month long competition was launched through social media, where selected influencers got the car and an iPhone for 3 days each, equipped with a geo-tagging smart app, where they were able to instantly upload their discoveries (from shortcuts to parking spots) onto the Unlock Beirut Map on the smart-Lebanon Facebook page. And the person with the most shared and most talked about experiences (by them and their friends) wins the car for 6 months. Through this competition, which linked offline to online, consumers were able to prove peer to peer that the smart for 2 is the ideal city car due to its size, fuel efficiency, spaciousness and safety.Results:Earned Media (online + offline) = US$15,799More than 400 discoveries were uploaded.

The page received more than 32,000 active users.

Average of 2,200 page interactions/day.Compared to 2010, smart car sales increased by 132%.And now the map, updated by smart car drivers, is a first of its kind that pinpoints Beirut shortcuts, parking spots and landmarks that all drivers can refer to online or on the go.

A 1-month long competition was launched through social media, where selected influencers got the car and an iPhone for 3 days each, equipped with a geo-tagging smart app, where they were able to instantly upload their discoveries (from shortcuts to parking spots) onto the Unlock Beirut Map on the smart-Lebanon Facebook page. And the person with the most shared experiences (by them and their friends) wins the car for 6 months. Through this competition, consumers were able to prove peer to peer that the smart for 2 is the ideal city car due to its size, fuel efficiency, spaciousness and safety.

Earned Media (online + offline) = US$15,799More than 400 new unlocked discoveries were uploaded onto the map on Facebook.

The page received more than 32,000 active users.

An average of 2,200 page interactions per day.Compared to 2010, smart car sales increased by 132%.The unlock Beirut map, exclusively updated by smart car drivers, is a first of its kind that pinpoints genuine Beirut shortcuts, parking spots and landmarks that all drivers can refer to online or on the go.