Tomorrow TTH worked for Williams Martini Racing and Oris Swiss Watches on a social campaign to run for the whole of the 2014 F1 season
The Challenge
Williams Martini Racing and Oris Swiss Watches were keen to produce an engaging new social competition that would run across the entire 2014 F1 season from March to November. Tomorrow TTH were challenged to devise the most effective format; one that could run seamlessly across all devices, platforms and social channels alike, whilst also providing an enjoyable user experience that would sustain interest levels across a nine month period. The brief was simple – raise awareness of the Williams/Oris partnership by providing a contest that could be accessed universally online, promoted via their main social channels and reflect the changing nature of each Grand Prix throughout the F1 season.
The Strategy
The key focus was simplicity, both in terms of functionality and gameplay. We wanted to produce a game that appealed to the masses but didn’t take up too much time to play and/or required an intensive knowledge of the F1/Motor Racing. The resulting idea was to move the competition outside of Facebook (as per the previous season) by creating a standalone webpage that would be automatically refreshed with new content each time the Grand Prix season moved to a new country/track. An important consideration was the design which would need to reflect the co-branded nature of the competition and provide straightforward competition entry and date capture elements. Furthermore it was also important to ensure the competition would become fully accessible for mobile and tablet users.
A standalone webpage was designed and built so that only relevant content for each Grand Prix was displayed at any one time and this ensured that track information, insightful articles and the competition itself would remain topical throughout the whole season. Many of questions were also time-based in order to highlight the partnership with Oris Swiss Watches but the answers wouldn’t become too taxing to encourage fans to return to play the competition again. The competition was launched and promoted through main social channels and Tomorrow TTH created Facebook banners and newsfeed images to support the ongoing campaign. We also managed to secure access links/logos on both the Williams and Oris homepages respectively to increase awareness levels even further.
The Results
The campaign objective for achieving wide scale accessibility and awareness certainly appears to be on track – the first half of the season has already seen the competition receive 22,000 entries from over 100 countries across the world. The positive feedback and comments from all fans has been overwhelming and the fact the competition is being played regularly by fans in so many different countries has exceeded everyone’s expectations.