On November 17 at 9am, Dutch actress and presenter Froukje de Both will begin an 8-hour drive in a Citroën DS5, but she has no idea where she will be at the end of the day. Froukje and her co-driver will begin their day in the centrally located Dutch city of Amersfoort, but from that point on they will begin taking directions from their the Twitter followers of @CitroenNL. Let’s hope they don’t direct her into a nearby canal.
The way that it works is that when the car approaches an intersection, they will choose the direction that has been tweeted the most. The goal for players is to get the car as close as possible to their location. At 5pm (local time) exactly the car will stop somewhere in the Netherlands. The first person who can find the Citroën DS5 and tweet the secret code found inside gets to drive the car for the next year.
The whole event can be followed live throughout the day on the Citroën Netherlands Facebook page. Visitors can watch Froukje and her co-driver via a live cam inside the car and on see their location updated on Google Maps.
UPDATE: Nov 17 – The Twitter race ended at 5pm in the town of Soest, which is actually only 10 km from where it began this morning in Amersfoort. After hundreds of tweets (weirdly, none from the eventual winner) and hundreds of miles the car was claimed by Bart van Dishoeck (@DJBart1).
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I am a Nova Scotia raised Creative Guy, currently Director of Emerging Media at Delvinia, a Digital Strategy & Customer Experience Design Firm in Toronto. I’m a huge fan of the creative use of digital technologies in social media, marketing, sports and entertainment. I use this blog to share the more interesting examples that I find. If you’re in need of a break, join me over at Madtini.com for a cocktail.