ingenie - Don't Drive Distracted Campaign

30 May 2012

The aim of the Don't Drive Distracted campaign launched by ingenie was to encourage drivers to tweet their pledge not to be distracted while driving using

DontDriveDistracted dealt with the dangers of young drivers being distracted while behind the wheel - highlighted by our online survey, in partnership with RoadSafe, showing the startling statistic that 62% of young drivers admitted to reading a text while driving, and 18% of those with the Draw Something app on their smartphone have used it whilst driving.

ingenie launched DontDriveDistacted with a tweet to its own followers who then started to tweet their own pledges. Brand ambassadors each recorded their own video pledge, which they then tweeted in order to help increase the momentum of the campaign. To further fuel engagement successful use was made of Promoted Tweets, part of Twitter’s new advertising platform, to generate clicks to ingenie.com.