Providing the ultimate engagement through social media campaign

Highlights

By teaming up with Orange Bus, we were able to bring SportPesa Racing Point’s fans the ultimate experience - redefining the interactive space between the fans, the team and the technology to create a better experience for everyone.

Background

Orange Bus appointed us to support, manage and drive their fan engagement event for SportPesa Racing Point, one of their digital partners in a multi-year deal. By teaming up with Orange Bus, we were able to bring SportPesa Racing Point’s fans the ultimate experience, through a social media campaign, which would in turn promote their website and app.

Location:

London


 

Category:

Events

Category:

Automotive

Objectives

The event was formed over two parts. Firstly, we were required to support a social media campaign that engaged the general public and encouraged fans to take pictures of themselves with SportPesa Racing Point’s merchandise. Secondly, we needed to deliver a charity networking event in the evening at the London Transport Museum.

 

The team roles and objectives to pull off this event included:


The management of logistics, planning and safety for the event.

  • Assisting multiple site visits, food tasting, recommending suitable food and beverages.

  • Setting up the event, including the unloading, handover and display of SportPesa Racing Point’s racecar in Covent Garden, as well as arranging pick-up and handover at the end of the event.

  • Source and support with; Westminster Council approval, registration at the event, sourcing and delivery of branded promotional items for the event.

Thank you so much to your team for helping out with the event. It was a massive success and you were all so brilliant! Especially the interaction with the public in Covent Garden - this was picked up by us all!

Maddie Broxup, Orange Bus Marketing

Solution

The event took place in June, following the Canada Grand Prix in Montreal. We supported Orange Bus and SportPesa Racing Point by placing one of their cars outside of the London Transport Museum in Covent Garden for the day. Orange Bus opted for the event name ‘Engage’, as that was the sole purpose of the event - to get the public to engage and raise awareness of the brand.


The daytime part of the event was to initiate a social media campaign, promoting SportPesa Racing Point’s website and app. The team actively promoted these platforms throughout the entirety of the event, by hosting demonstrations to the public. Fans were also encouraged to take pictures of themselves with the car and post it through social media channels to further endorse the products, using the hashtag #OBFan18 and tagging @orangebus. We then entered fans into a competition to win merchandise, signed by the drivers Segio Perex and Esteban Ocon.

The event then continued into the evening, with a charity-networking event at the London Transport Museum. We had a fantastic line-up of speakers to raise awareness and money for a great cause - Breast Cancer Care. The evening included lightning talks from SportPesa Racing Point’s COO, Otmar Szafnauer, and Senior Strategy Engineer, Bernadette Collins, as well as Orange Bus’ AI Consultant, Dan Whaley and User Experience Researcher, Miriam Boyles. The event also hosted a live charity auction in aid of the chosen charity, in which we supported in donating prizes.

Results

The event successfully achieved what it had set out to do.


Social media KPIs were a great representation of how well the team engaged with the public to achieve some fantastic results:

  • 200 competition entries from Twitter and Instagram combined.

  • 287 mentions on Twitter combined.

  • 110,260 impressions on Twitter from the whole day.

  • 9.9 million impressions from the secondary reach (other page retweeting/commenting/sharing about the event).

  • Finalists for event ‘Best Sport Campaign’ in the Northern Marketing Awards via Orange Bus.

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