AMV Insurances at 2015 MotoGP™ Finale

Technical Production: 360on.events

How to attract traffic to your booth in an environment as crowded as the MotoGP™ Finale

The AMV Insurance Company took advantage of its presence at the Cheste circuit, in the 2015 MotoGP™ World Championship Finale, to generate engagement with its public, combining the physical world with the digital world.

An example of activation and communication pre- and post- with social networks. An editorial plan was designed and developed, kicking-off three weeks before the event, including daily publications in social networks. These postings promoted the online contest and announced the presence of the Company at the event; this action was supported by an advertising campaign on Facebook.

Goals

1. Increase the leads database

  • With new followers of the AMV social channels
  • Lead generation during the event

2. Branding

  • Incentive to circuit attendees
  • Increased visibility in the paddock
  • Association of the AMV brand to the Moto GP™ event

3. Extend the return of physical presence in the online world

  • With online actions before, during and after the event

Event Marketing Actions in MotoGP 2015

Development

In the pre-event competition, motorcycle lovers had to show how much they knew about the MotoGP™ World Championship through questions to answer via a Facebook-integrated application. The awards were a two person-ticket to attend the Finale for the winner, three motorcycle helmets and five books by Italian photographer Mirco Lazzari as second and third prizes.

During the event, the main social networks were Twitter and Instagram (which confirm their status as great tools to live sharing at events), which with the hashtag #locosporlasmotos (“crazy about bikes”) called the action inviting to upload photos. The attendees were called to action through sound and visuals: A giant videowall was setup that served like Social Wall, in addition to emitting promotional videos. In this way the visitors felt part of the action. The material obtained via social networks served in the post-event to publish photo albums.

Conclusion

Result of this first use of social networks in the event: engagement with fans, maximization of ROI and expansion of the event beyond the venue.

You can also read the original article on the the original article (in Spanish) on the EventoPlus website.

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Alfavisions.com is a Barcelona-based Digital Marketing Agency leaded by Andreu Ballesteros. We are an interdisciplinary group of professionals dedicated to Online Marketing with a wide experience in the demanding world of Major Events Production. We have managed many successful online operations, such as the 2013 Swimming World Championships or the Barcelona World Race 2015. You can find some examples of our work in the "Success Stories" section.