AGENCY: IDN France
CLIENT NAME: Bridgestone
How to optimize acquisition and customers loyalty with a playful MotoGP 2015 operation?
Target: Two wheeled vehicles (motorcycles & scooters).
Audience: around 60 000 people.
Strategy: to make the brand shine and qualify the audience:
– Accessibility: universality to touch a maximum of players (Bridgestone customers or not), freedom to allow each user to play according to his desires in a recurring or occasional way, multi-modality to allow each user to play according to his behaviors (on desktop, tablet or mobile).
– Simplicity: clarity / readability to facilitate the understanding of the message, ease and rapidity to facilitate the action/playing and avoid disappointment, fluidity to make the game taster and increase gaming pleasure.
– Attractiveness: perceived value to generate community interest and gaming desire, originality and diversity to encourage renewal and game frequency and avoid disappointment, fluidity to facilitate game mastering et gaming pleasure.
Simple device: a set of mini-games related to the MotoGP partnership, 1game/GP (18GP/18 games), an unique gaming process with a random prize draw, Facebook registration and simple registration form.
Accessible device: 3 levels to reach all targets (easy, medium, hard), 1 different gameplay mechanic per GP, 6 popular gameplay mechanics.
Attractive device: multiplication of the chance to win depending of the level succeeded (easy X1, medium X3, hard X5), try again by sharing on Facebook, motivating gift (1st price = multimedia, 2nd price = Bridgestone equipment, 3rd price =
Rates: 33 145 sessions, 23 807 users, 187 868 pageviews, 6 pages/session.
Participants: up to 7 576 participant only to one challenge.
1 MotoGP Qatar: 596
2 MotoGP Americas: 7 576
3 MotoGP Argentina: 3 814
4 MotoGP Spain: 5 401
5 MotoGP France: 3 888
6 MotoGP Italia: 2 684
7 MotoGP Catalonia: 2 553
Emailings: 95% deliverability, 14 openings, 10% clicks.