Johnnie Walker Black Helps F1 Fans Step Inside The Circuit

Johnnie Walker Black Label launched an exceptional series of online vignettes in 2011 in support of its partnership with the Vodafone McLaren Mercedes F1 team. The brand partnered with Just Marketing International to create a "Step Inside the Circuit" series that provides fans with an intimate perspective of the lives of Lewis Hamilton, Jenson Button, and their respective teams on and off the track.

The video series is very unique in that it was shot in black and white (correspondign with the Johnnie Walker Black Label brand) and it truly portrays the personalities and viewpoints of both Hamilton and Button. The "Step Inside the Circuit" series has been gradually released throughout the 2011 season after filming took place behind-the-sceness during 2010.

The brand is supporting the launch of the "Step Inside the Circuit" series with limited edition product packaging offering fans a chance to win unique motorsports experiences and prizes and are leveraging a tab on the brand's official Facebook page to drive awareness and buzz online.

Check out a few videos from the campaign below:

ING Direct Grabs Global Attention with Professional Fan Contest...

Are you looking to create a campaign that will stimulate incremental media coverage for your organization? Are you looking to create a promotion that leverages social media tools?

ING Direct recently featured a case study of its extremely successful Formula 1 "Professional Fan" 2.0 campaign online for sports business professionals to model. ING created the campaign as a way to increase consumer engagement with F1 driver Fernando Alonso, who is often perceived as being distant and unapproachable.

The promotional campaign centered around Alonso putting an advertisement in the newspaper looking to hire a professional fan who represented him during his chase for the F1 Championship. Consumers were asked to submit video entries for why they should be chosen for the position (and receive 3,000 euros to represent him during the season)

The case study demonstrates how ING Direct was able to use a creative promotional concept to drive awareness and engagement across the globe, despite having a limited activation budget.

The campaign drew 800,000 visitors to the promotional website, 35,229 user entries, 11,253 comments on blogs and Facebook, 459,000 YouTube impressions, and occupied a media space valued at 2.5MM euros. Thus, it is worth taking five (5) minutes below to check out the impressive case study of the promotional campaign below!