Competing are two major social media platforms Twitter and Weibo
To announce Porsche's return to the legendary race, the 24 Hours of Le Mans, Fred & Farid Shanghai produced the first ever 24-hour Social Race between two major social media platforms, Twitter against Weibo; USA against China.
Twitter has 255 million monthly users and 500 million tweets per day and is the number one micro-blogging platform in the US. Competing is Chinese micro-blogging platform Weibo, with 144 million monthly users and 90 million tweets per day. Porsche has followers on both sides.
To enter the competition there was only one rule: the more you tweet hashtag #24SocialRace the faster you race.
The result? The campaign saw 20,000 teams on the starting line and 70k tweets both on Twitter and Weibo.
The campaign received coverage on 250 press articles and a total of 37.5 million worldwide media impressions.
A cumulated time of the equivalent of one year on the website (750k visitors) with 80 per cent of all tweets, China left USA in the dust. But the winner? A Twitter team that produced 2,926 tweets in 24 hours.