Despite both being owned by the same parent company, a healthy rivalry exists between the SEAT and Volkswagen brands. When it came to confronting VW on its home turf in Germany, SEAT needed a way to revitalise its campaign around its Leon model, and give it a viral “kick”.
The key identities of the SEAT marque were a playfulness and energy, expressed by the brand’s tagline, “auto emoción”. SEAT wanted to express “auto emoción” in the digital space.
Instead of settling for one viral campaign, SEAT decided instead to inspire hundreds of others, and let fans of the brand deliver their own interpretations of “auto emoción”. SEAT created a platform where German car buffs could create their own remixes of the Leon TV advertisement. But instead of re-directing users to a separate site, the Leon Remixer was built into a banner that let users re-edit the Leon film, and post their versions to YouTube, without ever having to leave the banner. The banner was placed at high web traffic points, such as MSN.
The Leon Remixer motivated 5m interactions, and inspired more than 1000 individually created remixes, all uploaded to YouTube in just a single day.
Seat Leon Remixer - Mixin possible
Best Consumer Driven Campaign
- Brand:
- SEAT
- Brand owner:
- Volkswagen
- Category:
- Best Consumer Driven Campaign
- Region:
- Global
- Date:
- July 09
- Media Channel:
- Online, UCG, Viral
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