Peugeot has fully embraced their savvy demo and attempted to reach them on their terms. Enter Peugeots new social campaign.
Peugeot contracted designer Adam Pobiak to design and produce 108 limited edition silkscreen posters, 33seconds (a social agency) was then asked to make use of CRM to identify and contact owners of the 108. The point, tweet a photograph of themselves with their 108 with a sign hashtaged #My108.
The first 108 users to take part will get one of the special silkscreened prints, the losers will receive a digital print. The poster is made up from design elements of the 108 and melded into a puddle of colour and pattern. The question is, does it matter?