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Vodafone Netherlands: Facebook vs Hamilton

Geeke van der SluisMarketing PR Manager

Joost GalemaManager External Communications

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Background

• Launch the fastest mobile data network: 28.8 Mbps

• Introduction with impact

• Reaching beyond the tech public

• Engage

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Objective

• Generate national press coverage in Netherlands promoting the speed of Vodafone’s mobile broadband

• Secure 28,800 Facebook participants for the event

• Successfully entertain 200 x VIP Vodafone Netherlands guests, staff, customers and press invited and hosted by Jens Schulte-Bockum (CEO VF NL)

• Target high tech influencers through social media

PRE EVENT (2 weeks prior to event)

• Promotion on Lewis Hamilton vs Facebook, Vodafone McLaren Mercedes Official and Vodafone Racing official Facebook pages

• Seeding to prominent online celebrities and blogs

• Short teaser video promoted on Facebook page

EVENT (13th September 2010)

• Live event at Schiphol airport – with Lewis Hamilton driving a McLaren MP4-24 car on a course laid out on the runway

•Lewis meet and greet with all guests and one to one interviews with press

• Live streaming of the event on Facebook

• Competition mechanics: every 20 secs during the entrants drawn to win smart phones and USB accessories

POST EVENT

• The ‘making of’ film posted on the Facebook page immediately after the event and distributed to relevant blogs

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Activation

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Results • 28,800 Facebook fans successfully signed up to virtually race against Lewis

Hamilton

• 35,000 online views of the teaser video

• 110,000 online views of the event video

• 45,000 online views of the ‘making of’ video

• 11,000 Facebook ‘likes’

• 1,200 Facebook ‘comments’

• Successful on-site activation of the car racing on the runway

• Lewis Hamilton beating Vodafone mobile broadband car ‘2-1’

• Successful press conference and exclusive access to Lewis for print and online media

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Media & PR value