Problem.
October 2017 is the sixth global promotion providing the opportunity to show how Shell Rimula helps long-distance drivers reach their destination by offering the best protection for Heavy Duty Engines. This year the event was being held in Milan.
As this is a closed event, the task was to come up with ideas that support event amplification and facilitate excitement spilling into social media. We needed scalable ideas which would encourage attendees to create and share content within their own social networks. The challenge being that since Rimula doesn't have any social handles, so we were restricted with how we communicate with attendees.
Solution.
We came up with an array of competitions to be activated across the event to encourage the target trade/key customers and distributors to create and share content from this special event. One of the key areas to focus on was activation ideas for The Tech Zone, an interactive day out for stakeholders.
Spot the bot
Insight.
People tend to not listen when they’re entering learning zones and not necessarily be proactive in taking pictures and sharing their experiences.
Idea.
To encourage guests to share a visually interesting moment we will give them a question in the briefing and tell them to keep their eyes alert! The answer will be found on one of the spheros robots and guests will need to take a picture of this to enter a competition and post at #RimulaItaly2017 for the chance to win a prize. A winning robot picture will be chosen at random by Shell.
Scientist mixologist
Insight.
People love sharing the cool stuff they’ve created but may not necessarily think about using the Shell Rimula hashtag when they do this.
Idea.
As an extension of the Lab masterclass a scientist mixologist will encourage guests to make their own unique drink creations at #RimulaItaly2017 with the chance to win a prize.
Competition: the person who posts the most imaginatively named and looking cocktail creation on social media wins a prize. The winning creation will be chosen by Shell.
Digital interaction
Insight.
An interactive digital photo activity is a fun way for individuals to share their favourite experience from the Tech Zone.
Idea.
Guests will have their picture taken and then select their favourite backdrop, from either The Lab, The Engine, The Real World or The Future. As they play guests will feel totally immersed in their world of choice with interesting graphics, facts and props. At the end there will be an option to share their personalised photo-creation straight on their social media handles.
Collateral
I also wrote copy for all the printed collateral to be showcased at the Shell Rimula Milan 2017 event. This included headlines for pull-up banners, coach leaflets, coach headrests, and tent cards.
Photography competition
Capture and share your best holiday moments for a chance to win a GoPro Camera. #RimulaItaly2017
Post of the day competition
Snap away for post of the day! Share your best moment for the chance to win a set of Bose headphones every day. #RimulaItaly2017
Optical illusion competition
See things differently. Post your optical illusion selfie for the chance to win an Italian food goodie bag. #RimulaItaly2017
Statue selfie competition
Stay very still, but keep your hashtags moving! Share your statue selfie for the chance to win. #RimulaItaly2017
Coach masterpiece competition
Make your coach journey go fast! Snap and share your best window views for the chance to win smartphone camera accessories. #RimulaItaly2017
Spot the Ferrari competition
Keep your eyes peeled for those Ferraris and snap away to win exclusive Shell V-Power merchandise #RimulaItaly2017
Pizza day
Throw some dough!
Make and share your pizza creations with us #RimulaItaly2017
Latte art
Wow Latte Art!
Design and share your latte art with us. #RimulaItaly2017
Caricature
Show us your best side.
Share your caricature with us. #RimulaItaly2017