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Twitter car race

  • Estrela Car powered by Twitter Estrela Thumbnail
  • Estrela Tuitorama
  • Estrela Tuitorama
  • Estrela Tuitorama

Estrela, one of the largest toy manufacturers in Brazil, was looking for a way to appeal to engage with consumers online.

Estrela teamed up with DDB in Brazil to create the Tuitorama, a game that allows people to play a slot-car racing game via Twitter. Each day two words are chosen for the competition, for instance, the word "real" and "virtual". One word controls the blue car and one word controls the red car. Every time one of the command words is tweeted, the corresponding car moves. At the end of the day, a winner is announced. To participate in the game. Users need to type the command words followed by the @tuitorama tag to automatically join a race team that is ranked on the site. There people can also watch the Estrela races live, 24 hours a day.

At the end of each day, racers on Twitter receive a message letting them know the race results.  Each day the new command words are announced on the site.

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