Shell V-Power: The Hunt
Social campaign to educate and drive conversation
Shell: V Power sponsor the F1 Belgium GP each year. This year the team approached me with an ask to help them drum up interest and drive conversation across Europe around their sponsorship with Ferrari, while educating their audience about the benefits of V Power fuel at the same time.
The campaign must be organically shareable, while also educating motor fans and the wider public about the benefits of Shell V-Power.
My approach was to leverage Shells relationship with Ferrari and their F1 drivers to create European wide buzz around 3 hidden Ferrari's in your city. The concept was simple: Create a hero piece of video content that shows Kimi Räikkönen parking a California T Ferrari in a hidden place and invite people to find them and win VIP tickets to the SPA, Belgium GP. To do this I used social to drip feed clues to their locations and invited participants to a 'Hunt' day in London, Berlin and Warsaw.
More than 150 entrants engaged in the event across Europe, and footage of The Hunt was captured in all three markets and packaged into video content. This was designed to capture the pan-European element of the campaign. The Twitter user reach on the weekend was measured at 87,994 and the campaign made 1,710,746 social media impressions through @ShellMotorsport and participating Twitter channels.