LEWIS Catch-Up - presentatie Geeke van der Sluis

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LEWIS Catch-Up - presentatie Geeke van der Sluis

  1. 1. 1 Vodafone Netherlands: Facebookvs Hamilton Geeke van derSluis Marketing PRManager Joost Galema ManagerExternal Communications
  2. 2. 2 Background • Launch the fastest mobile data network: 28.8 Mbps • Introduction with impact • Reaching beyond the tech public • Engage
  3. 3. 3 Objective • Generate national press coverage in Netherlands promoting the speed of Vodafone’s mobile broadband • Secure 28,800 Facebook participants for the event • Successfully entertain 200 x VIP Vodafone Netherlands guests, staff, customers and press invited and hosted by Jens Schulte-Bockum (CEO VF NL) • Target high tech influencers through social media
  4. 4. PRE EVENT (2 weeks prior to event) • Promotion on Lewis Hamilton vs Facebook, Vodafone McLaren Mercedes Official and Vodafone Racing official Facebook pages • Seeding to prominent online celebrities and blogs • Short teaser video promoted on Facebook page EVENT (13th September 2010) • Live event at Schiphol airport – with Lewis Hamilton driving a McLaren MP4-24 car on a course laid out on the runway • Lewis meet and greet with all guests and one to one interviews with press • Live streaming of the event on Facebook • Competition mechanics: every 20 secs during the entrants drawn to win smart phones and USB accessories POST EVENT • The ‘making of’ film posted on the Facebook page immediately after the event and distributed to relevant blogs 4 Activation
  5. 5. 5 Results • 28,800 Facebook fans successfully signed up to virtually race against Lewis Hamilton • 35,000 online views of the teaser video • 110,000 online views of the event video • 45,000 online views of the ‘making of’ video • 11,000 Facebook ‘likes’ • 1,200 Facebook ‘comments’ • Successful on-site activation of the car racing on the runway • Lewis Hamilton beating Vodafone mobile broadband car ‘2-1’ • Successful press conference and exclusive access to Lewis for print and online media
  6. 6. 6 Media & PRvalue
  7. 7. 6 Media & PRvalue

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