Campaigns: Sport - Facebook drives interest in Michelin

Campaign: Michelin's British Touring Car Championship Facebook
competition
Client: Michelin
PR teams: Seal and Michelin's in-house social media team
Timescale: February 2012
Budget: £2,250

Michelin wanted to increase the traffic on its recently launched Facebook page to make the most of the brand's association with motorsport.

Objectives

- To increase the brand's Facebook 'likes' from 1,438 to 3,000

- To gain data for its consumer database.

Strategy and plan

Seal and Michelin set up a competition to win VIP tickets based on the British Touring Car Championship (BTCC), with entrants voting for their favourite circuits. Entrants could only enter by 'liking' the Michelin Facebook page. Seal worked with motorsport online publications to stoke debate about which track was the best. It placed articles called BTCC Memories, highlighting key moments from races at each circuit, along with videos. Seal used analytics to publish the Memories posts at the busiest times of day to gain more traffic.

Measurement and evaluation

Preand post-event media coverage featured in Road and Racing + Waiting magazines, and online at Badger GP, TouringCars.net and RMA Club.

Results

By the end of the month, the campaign had increased Facebook likes to 4,024. More than 730 people entered the competition.

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