CHECK-IN RACE
MotoGP racing extends beyond the track. Thousands of fans enjoy it from their homes, talking at work, with their friends in a pub or just on the news.
We presented to Repsol -as Official Sponsor of MotoGP Team- a relevant idea for all the fans who follow The Championship at the track, and for all of those who are not fortunate enough to be there, to become the protagonist of the customer jouney through the brand proposition.
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THE FIRST AUGMENTED REALITY MOTO GP WHERE THE FAN'S DECIDE THE OUTCOME (Video-Concept)
A massive foot race would unfold in real time in Barcelona and Sydney simultaneously. Dani Pedrosa's fans vs Casey Stoner's fans. Barcelona vs Sydney. Northern hemisphere vs Southern hemisphere.
We roll out various international mass media in the lead up to the race as an advertising campaign to bring publicity to the race and inspire participation.
Through geolocation the participants will race around to unlock the race’s hidden Check-Ins along their city’s streets, one by one. At each Check-In, users can share it on Facebook, Twitter and on the microsite repsolcheckinrace.com.
The microsite repsolcheckinrace.com offers all of the race information in real time, allowing participants and spectators to share the experience and all of the race details in a social platform.
Besides the race, at each Check-In, users will unlock an augmented reality sequences of a video clip that shows Pedrosa or Stoner racing the same part of the circuit in their city. It can be captured and shared -Facebook, Twitter, Instagram- by thousands in real time.
When the race is done, augmented reality segments will become a spectacular video clip with some others surprises.
Fans' own videos of the race will serve as content in You Tube or Facebook and news coverage of the race will show up on Tv programs and in the news.
Relevant content custom-made for our target, adding brand values and generating engagement in fan buzz around Repsol MotoGP Team, even outside of the regular racing season.
A transmedia campaign that generates communication between brand and spectator through Microsite, On/Off content (You Tube, Instagram/ATL, PR) and Social Networks (Facebook, Twitter, Instagram, You Tube)
