Description

AGENCY: IDN France

CLIENT NAME: Bridgestone

BRIEF

How to recruit and engage consumers by capitalizing on the last year of partnership
between Bridgestone and MotoGP 2015?

STRATEGY

Target: Two wheeled vehicles customers (motorcycles & scooters).
Audience: around 2 million people in France using two wheeled vehicles.
Strategy: Recruit and engage by a playful digital operation. A simple, accessible and attractive digital device to reach the larger audience and
earn qualified prospects :
– 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 and gaming pleasure.
– Simple device: a set of mini-games related to the MotoGP partnership, 1game/GP (18GP/18 games), a 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 = smaller gift)

RESULTS

Rates: 37 050 sessions, 26 326 users, 6 pages/session, average session length : 2:22”.
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
8 Moto GP TT Assen : 1992
9 Moto GP Germany : 1959
10 Moto GP Indianapolis : 2611
11 Moto GP République Tchèque : 2690
12 Moto GP Grand Bretagne : 2747
Emailings: 95% deliverability, 14% openings, 10% clicks.
To be continued…
Data Base : to date, the amount of addresses in the data base has raised of 35%.

CAMPAIGN ELEMENTS

Print ads (outdoor and magazines).
Leaflet
E-mailings.
Web banners and display.
Social media management (various posts on Bridgestone Facebook page).
Editorial and visual partnership with the most famous website on two wheeled vehicles : Le Repaire des motards.