By using Twitter, the favorite social platform in Saudi Arabia, Volkswagen created for it's 2015 Beetle, the first ever digital car launch in Saudi Arabia, and even in the region, by making it the people's car, not only offline but also online!

With more than 2 million mentions, the launch created such hype that the Beetle became the most talked about car during the period. Tweeting for the Beetle created a unique experience of engagement with the public, after all it was the people’s car and now they are launching it with us using their favourite social place, Twitter!

The idea was to encourage people to participate through a dedicated micro-site (www.TweetForTheBeetle.com) with a score-board for the competition. Participants were to tweet using the hashtag ???_??????# (Tweet for the Beetle), each Tweet and Retweet was equivalent to 1 point, and the first to reach 99,990 points (the local price of the vehicle being SR 99,990) wins the car!

People began sharing their passion, memories and information about the Beetle. Some even shared their knowledge of the Beetle's iconic history, while others competed strongly attempting to gain support, persuading their followers to back them up to win the vehicle.

The launch created such hype that the Beetle became the most talked about car in Saudi during the period, it became one of the cars most searched for in Google, and it was the car most looked for in Volkswagen showrooms. Making The Beetle literally the people’s car resulting in an ROI of 800% and doubling forecasted sales!

The hashtag received more than two million mentions from fans including celebrities and foundations as well as exceeding 9.6 billion impressions! One influencer promised to give the Beetle to a charity while another pledged to give it away it to his 17,000th follower trying to bring engagement to his own Twitter account as others went on describing what they would do if they won in humorous ways!