Peugeot: Facebook fan Envy

Auto brand Peugeot is launching a new ‘whodunnit’ style promotion across print, TV, radio, mobile and Facebook offering up the chance for one winner to net themselves a brand new Peugeot 207 ENVY special edition.

The "Beware the Consequences of Envy" media campaign sees the brand pushing intrigued viewers/listeners through to the brand’s Facebook destination, whereby they can piece together clues, weigh up the evidence and 'vote' for a series of suspects. Those who choose correctly will be entered into a prize draw to win the vehicle.

An initial TV campaign broke on the 1st February, which saw an Envy vehicle being pushed into a swimming pool, with other ads due to follow containing more cues to the overall mystery.

“It’s a brand engagement activity within a tactical campaign. The point is to interest people and our objective is to grow traffic, get more Facebook fans to engage and build a relationship with Peugeot,” said Peugeot marketing director Christian Stein. “If you use it as the sixth above the line channel just to broadcast, you’re missing the point. It has to be social and playful or develop the brand values.”

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