TONY HAWK'S V8 SKATEBOARD by GPY&R Brisbane for V8 SUPERCARS

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TONY HAWK'S V8 SKATEBOARD

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Industry Cars
Media Promo & PR
Market Australia
Agency GPY&R Brisbane
Creative Director Piet Human
Art Director Andrew Leftley
Copywriter Brendan Greaney
Released November 2010

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: V8 SUPERCARS
Product/Service: V8 SUPERCARS
Agency: GEORGE PATTERSON Y&R
Date of First Appearance: Nov 23 2010
Entrant Company: GEORGE PATTERSON Y&R, Brisbane, AUSTRALIA
Entry URL: http://awardsubmissions.net/
Creative Director: Piet Human (GPY&R)
Digital Art Director: Joshua Bartlett (GPY&R)
Art Director: Andrew Leftley (GPY&R)
Copywriter: Brendan Greaney (GPY&R)
Video Editor: Simon Young (GPY&R)
Head of Digital: Rob Hudson (GPY&R)
Digital Producer: Carla Paterson (GPY&R)
Head of Client Services: Richard Boland (GPY&R)
Account Director: Amanda Bowden (GPY&R)
Media placement: Online Viral - Facebook - 23 November 2010
Media placement: Online Viral - Youtube - 23 November 2010

Describe the objective of the promotion.
To use Tony Hawk’s appearance at the Sydney Telstra 500 V8 Supercars race to increase awareness and ticket sales among a younger, more urban audience.

Describe how the promotion developed from concept to implementation.
Having had the idea to build the world’s first V8 powered skateboard, we approached a number of fabricators until we found one who could build it. The entire process was documented on film from start to final test run. This footage formed the basis of our viral video which included a link to the ticketing website. The video was released in the weeks leading up to the race on YouTube, seeded on V8 Supercars’ Facebook page as well as various other skateboard and motorsport fan sites. You can see the original video at http://www.youtube.com/watch?v=Dm8kb3kQ3co

Explain why the method of promotion was most relevant to the product or service.
Our younger audience is more digital-savvy than V8 Supercars’ traditional fan base, spending a lot more time on line. Because V8 Supercars isn’t on their radar, they tend to avoid any mainstream coverage. We encouraged maximum sharing and maximum buzz prior to the race. It also linked directly to the online ticket website, V8 Supercars’ preferred ticket channel.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The video received 300,000 YouTube hits within days of its release (currently 415,000), making it YouTube’s top trending spot.
It was featured on over 10,000 unique fan forums worldwide giving V8 Supercars national and global coverage.
Race attendance was up 22% in the younger demographic.