APPROACH

We gamified the opportunity to win this double pass by developing a mobile-first F1 inspired challenge called 'Trace Race’. The player who traced the Australian GP track with their finger the quickest, and most accurately, was crowned the winner. 

This competition was solely promoted via social media. To engage new audiences, I managed the production and delivery of social media friendly videos that recreated key F1 moments (i.e. pit-stops and the podium finish) with finger puppets.   

RESULTS

6.5k leads were generated, an 80% uplift on the previous years campaign.

13.9k website visits in a week.

78% opt-in rate.

47% conversion from visiting the website to entering.

28% direct visits from word of mouth.

3.7 game plays per visitor.

This campaign impressed the global Mercedes-Benz market, who requested access to the build to explore recreating this activity across a range of local markets throughout the F1 season.