Diesel India launched a Facebook campaign to promote its second anniversary sale.

It started by around 500 people – comprising employees of Diesel India and members of Diesel’s Facebook community – changing their relationship status at a pre-decided time. Whenever other Facebook users questioned the change, a standard response was used “Single is boring, Twosome is Awesome. Come along to dieselturnstwo.com and join the party”.

The message went viral and within two hours of activity Diesel received more than 1,000 visitors and registrations on the website. The activity achieved an estimated 75,000 views within two days of its launch.

When users visited the website they were able to generate a QR code to obtain a discount of 50 per cent at Diesel retail outlets and also invite 10 of their friends for a further 5 per cent discount.

The campaign created widespread exposure and the intended buzz; a Facebook flash mob indeed!