Twitter race awarded with an Audi A4, organized by Lowe Roche and Pfaff Auto in Canada

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The Pfaff Tweet Race is the first contest of its kind for Twitter users. The idea is simple: it’s a virtual race for a real car. The race began Monday, on August 27th, with Canadian users able to join the race by signing in with their Twitter account at

The first ten contestants to gain 2,500 new Twitter followers will each win a key, with one of the keys to unlock the door to a 2013 Audi A4 with a one-year lease and a tuning package worth $5000, courtesy of Pfaff Auto.

Contestants can keep track of their positions on race’s dedicated website. The race will continue until the top ten have been selected, or for two months, until October 28th, whichever comes first. The ten key holders will be invited to a special gala event Pfaff Auto where the winner of the new car will be revealed.

We wanted to engage true car enthusiasts with a contest that was fun and challenging, with a premium prize, in keeping with both our target and the dealership itself (…)The simplicity of Twitter as a social media channel appealed to us. We knew we could make the platform work in an interesting way, and increase Pfaff’s digital presence at the same time.

Sean Ohlenkamp

Digital Creative Director Lowe Roche 

The contest is supported by print ads and  in-dealership posters at Pfaff Auto, via their website and on selected blogs.

Lowe Roche Toronto

Creative Directors: Dave Douglass, Pete Breton

Digital Creative Director: Sean Ohlenkamp

Art Director: JP Gravina

Copywriter: Simon Craig

Producer: Kevin Quan

Account Director: Dave Carey

Account coordinator: Leo Maia

Technical Lead: Tyler Beggs

Developer: Stephen Hobson

Developer: Matthew Gates

Developer: Michael McLeod