White And Black Simple Name Logo (1)
See Projects

abraham.figueroaj@gmail.com

PUMA

Train like a legend​

About The Project

With the growing popularity of F1, PUMA is the brand that wears some of the most important teams on the grid, as well as some drivers, so we were asked to perform an activity to encourage the purchase of Motorsport products to position this BU as the first choice when it came to apparel for the most popular F1 teams.

The Challenge

Generate a marketing strategy to position the Motorsport BU among F1 fans, taking advantage of two events that would be held with drivers of the most important teams of the moment: Max Verstappen and Alex Albon, drivers of Red Bull and Lewis Hamilton, driver of Mercedes-Benz AMG Petronas.

The Solution

Two events with parallel activities to encourage Motorsport collections, as well as the launch of Running and Training: LQD Cell Tension. These events would have face-to-face actions, as well as on social media.

Key Actions of both events

  • Segmented and paid strategies were created for users with similar tastes to the teams, as well as F1 racing fans in general.
  • Creation of social media content to encourage fans to interact with their favorite drivers during the event.
  • Collaboration with athletes, influencers and well-known VIPs to amplify the message of the events.
  • Creation of social media dynamics to generate engagement with users and increase the number of followers.

Key Actions of "The House of Motorsport"

  • Activation performed with the Red Bull Racing drivers, Max Verstappen and Alex Albon, who enjoyed different activities in a Mexican fair style.
  • Activities with social media giveaway winners to interact with drivers.
  • Organic content campaign on social media to promote and encourage the purchase of Motorsport merchandise.
  • Partnership with influencers to use and position the pop-up store.
  • Email marketing campaign to users and press encouraging the Motorsport merchandise.
  • Sponsored releases with owned media about the activation.

Key Actions of "Train Like a Legend" event​

  • Activities with fans to get the chance to interact with Lewis Hamilton by creating a series of activities with him.
  • An afternoon full of activities prepared for more than 300 exclusive guests, who tested their physical condition with Lewis Hamilton at the different training circuits.
  • Iconic “Instagrammable” stations for over 300 guests to share the moment with their followers.
  • Content creation with Lewis Hamilton to be used for the paid media campaign for the launch of the LQD CELL Tension collection.

Results

New Followers
0 K+
Of Engagement Rate During the Event
0 %
Total Reach During the Event
0 M+
Articles Published
0 +

Project Information

Brand

PUMA

Type:

Marketing Campaign

Period:

October 2019

Category:

Social Media, Event, Paid Media

Let’s Connect!

Contact me

Quick links

Follow Me

Linkedin-in