Global Point performed a series of initiatives for each race of the Ferrari 458 Challenge. One of the first facets of this was via email, social media and the Ferrari Challenge website.
One of the key goals was to increase FAN engagement and interaction. We created an initiative that enabled Ferrari Fans to register for free tickets for the F458 Challenge. We retooled the existing Challenge website to show the entry form and promote the initiative.
We designed and developed a custom newsletter to send out to the Ferrari North America customer and client list. The email served two main purposes; to direct Ferrari fans to the Ferrari website and to push Ferrari customers and clients to purchase tickets for VIP/Hospitality.
With the promotional emailers and interactive contest websites, many thousands of people were able to interact with Ferrari North America in a way they were never able to before. After the success of the digital campaign, we felt it was time to harness the passion of the North American Ferrari fans and give them the opportunity to experience the F458 Challenge with fellow fans.
We created the concept of the Ferrari Fan Zone, a special area where attendees were given limited edition Ferrari memorabilia to wear during the Toronto Indy race event. Fan Zone winners were given the opportunity to meet Ferrari Drivers, engage in activities and get exclusive pit access. Furthermore, we designed and sent out a specific emailer newsletter to local automotive blogs to spread awareness and gave out complimentary tickets to ferrari fans who submitted their fan photos to the Ferrari Fan Zone.
By promoting the official Twitter page @FerrariUSA and the hashtag #FerrariChallenge, fans were encouraged to participate in the challenge by adding their voice into the conversation.
GPNY also compiled a comprehensive list of Ferrari’s fan pages nationwide and designed a banner to post on the walls of these pages to promote the Ferrari Challenge further.
To build on-site awareness, a Ferrari Photo studio was set up in the VIP area to allow attendees to take photos with a Challenge Car. After the event, all photos can be viewed on the Ferrari Challenge website.
The video series was created to engage users with the Ferrari Challenge. Using Ferrari’s existing videos, GPNY developed a comprehensive storyboard to combine the clips into two trailers to promote the Ferrari Challenge to give fans a more tangible and emotional experience with the Challenge.
Ferrari is one of the most recognizable brands in the world. Throughout it’s history, the company has been noted for its continued participation in racing and are generally seen as a symbolization of luxury and wealth.
Ferrari 458 Challenge
The goals for Ferrari North America were to:
– To bring awareness for the Ferrari 458 Challenge experience
– Approach and engage a larger target demographic
– Engage the entire target audience in a fresh new perspective, bringing new life to the current racing experience
– Build and establish a consumer database of Ferrari fans who love the Ferrari brand but are not able to purchase a Ferrari
– Integrate the concepts online and offline (digitally/ socially and events/ experience)