Task: Lotus F1 sponsor, EMC, invested in sponsoring Race Week London, a week of activities in the build-up to the British Grand Prix.

Our task? Bring EMC’s sponsorship to life using content marketing. The aim being to generate PR, global broadcast coverage and visibility online and across social platforms.

Solution: Develop two video features around Race Week initiatives that maximised visibility of EMC’s partnerships in formats that would appeal to international media. And then distribute these at just the right times to maximise their topicality:

1. A stunt for British media in which a Lotus F1 car was driven around Canary Wharf in advance of the British GP.

2. A fully-edited two minute video for F1 broadcasters that highlighted the excitement in the build up to the British Grand Prix with interviews with Romain Grosjean, Sir Sterling Moss and Damon Hill.

Results: Broadcast coverage in over 90 markets on F1 broadcasters in their pre-race shows delivering 26 million viewers, and additionally, a multitude of TV News channels including SKY News and BBC World, and online news outlets around the world.

Created for Race Week London with 11 Little Films and Precious.


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