Getting To The Game Safely
- Brand
- Continental Tyres
- Year
- 2016
- Objective
- Awareness
- Industry
- Automotive
- Mechanic
- Adventure & Quest
- Platform
- Web
- Agency
- Syd Lawrence
Objective
Continental Tyres had just signed on as the official tyre sponsor of UEFA EURO 2016 and needed a UK activation that turned that sponsorship into visible fan engagement rather than just a logo. It also wanted the campaign to carry a road-safety message — Continental supplied the tyres on the teams' coaches — and to give fans a concrete reason to hand over their details, in exchange for a shot at match tickets.
Solution
Fans signed in with Facebook and were picked up virtually by former England goalkeeper David James, cast as their designated driver for a ride to a EURO 2016 stadium. The 'drive' played out as an unbroken sweep through real Google Street View imagery, so the player watched their own local roads give way to motorways and finally the approach to the ground, as if riding along with James at the wheel. The ride ended outside the stadium with a single question — how many miles do you think we just drove? — and submitting a guess entered the player into a draw for a pair of tickets, England v Russia in Marseille being the prize advertised at launch, with further draws tied to later England matches, the knockout rounds and the final.
- 1
The player lands on a single-page site inviting them to take a virtual journey to a EURO 2016 stadium with Continental Tyres, with a pair of tickets to England v Russia on 11 June 2016 in Marseille on offer.
- 2
The player signs in with Facebook, which personalises the trip so the drive starts from their own location rather than a generic point.
- 3
Former England goalkeeper David James appears as the player's designated driver, and the player rides along as his passenger.
- 4
The core sequence is a passive drive to the Stade de France, rendered from real Google Street View imagery so the player watches the actual route pass by from inside the car.
- 5
On arrival, the player guesses how many miles the journey covered and submits that number.
- 6
The guess enters the player into a prize draw for EURO 2016 match tickets, starting with an England group game and extending to further draws for England matches, the knockout stages and the final.
