In South Africa, Chevron-owned oil brand Caltex has launched a social media powered road trip, using Twitter and Facebook comments to keep a classic car going. As part of the "Keep it Going" campaign, celebrity DJ Sasha Martinengo will drive from Johannesburg to Cape Town in a classic car, powered by tweets and will broadcast his show Gearz on Ballz visual radio live from the road for five days stopping at 20 Caltex filling stations along the way. Via social media, the public get to control everything from what Martinengo listens to and what he packs to what he eats and how he gets there. Without public participation, he will be stranded.
The campaign is by Cape Town digital agency Quirk and runs till 8th December hosted on Facebook and Twitter. Participants can win cash prizes for getting involved.
The idea is reminiscent of Espalhe Guerrilla Marketing's campaign for Guarana Antarctica, which used Facebook to fuel a car all the way to Carnival.