Getting To The Game Safely
Open the game- Brand
- Continental Tyres
- Year
- 2016
- Objective
- Awareness
- Industry
- Automotive
- Platform
- Web
- Agency
- Syd Lawrence
Objective
Continental Tyres, as the official tyre sponsor of UEFA Euro 2016, sought to engage football fans during the tournament and reinforce its 'Getting To the Game Safely' road safety messaging. The campaign offered fans the opportunity to win tickets to matches, including England vs Russia, by participating in an interactive virtual experience that celebrated the partnership while aligning brand values with fan engagement.
Solution
An interactive web-based experience where fans logged in via Facebook to embark on a virtual journey to Stade de France, the UEFA Euro 2016 final venue. Former footballer David James served as a virtual driver, guiding participants through the route using Google Street View technology. Upon arrival at the stadium, players estimated the distance they had traveled for a chance to win match tickets through a prize draw. The experience linked entertainment with the brand's road safety positioning.
Results
Not published.
