Are you looking to create a campaign that will stimulate incremental media coverage for your organization? Are you looking to create a promotion that leverages social media tools?
ING Direct recently featured a case study of its extremely successful Formula 1 "Professional Fan" 2.0 campaign online for sports business professionals to model. ING created the campaign as a way to increase consumer engagement with F1 driver Fernando Alonso, who is often perceived as being distant and unapproachable.
The case study demonstrates how ING Direct was able to use a creative promotional concept to drive awareness and engagement across the globe, despite having a limited activation budget.
The campaign drew 800,000 visitors to the promotional website, 35,229 user entries, 11,253 comments on blogs and Facebook, 459,000 YouTube impressions, and occupied a media space valued at 2.5MM euros. Thus, it is worth taking five (5) minutes below to check out the impressive case study of the promotional campaign below!