Wednesday, September 19, 2012

F1 Series: Airtel’s Join Our Pit Crew Campaign

Airtel is the title sponsor for the 2012 F1 Indian Grand Prix scheduled for 26th to 28th October. The brand has also tied up with the Mercedes AMG Petronas to add vroom to the F1 association. Considering Michael Schumacher drives for the team, this is big! The latest Airtel TV commercial also features the star driver with fellow team member Nico Rosberg. As a part of the campaign Airtel is giving fans an opportunity to be a part of the Mercedes AMG Petronas team pit crew.

All Airtel F1 campaign ads carry the Facebook Brand Page link so I decided to check it out. By the Way, that’s precious advertising real estate promoting a hired platform.


Since August the page has seen a lot of fan engagement activities as a run up to the event next month. Wall posts include trivia from Rosberg and Schumacher’s careers, Know your F1 legend and F1 circuit series, updates on mall activations and latest Grand Prix race updates. Airtle F1’s Twitter Handle hosts Predict and Win contests for guessing the Grand Prix winners with branded F1 memorabilia as gratification for winners. The promo will be back with the Singapore GP.

Airtel also created buzz around Schumacher’s 300th race by getting 300+ shares on his photo. The posts are current, well written, well thought out and include frequent short spurts of high engagement.

The Airtel Director’s Cut series shared behind the scenes pictures and videos from the making of the Airtel commercial with Schumi & Nico, in the run up to the launch.

Coming back to the core Join Our Pit Crew campaign, the Facebook brand page hosts an application that enables the contest. The deep application includes three elements ‘learn, race and share’ that need to be completed by fans to gain points and be on top of the leader board. The application includes an F1 Aptitude Test, which has trivia questions around the sport, answers to which are available on the well-shot Grid Girls Videos. The ‘ultimate race game’ is a racing application where you can use keyboard keys to navigate. If you have an Airtel phone number you get the Airtel Advantage points to stay ahead of competition.

I found the web creatives lacking and patchy and the contest flow confusing. What about you? If you had to pick between Airtel’s Join our Pit Crew and Vodafone’s Speed Fest campaigns, which one would you prefer?


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