PIRELLI: P ZERO ALL SEASON PLUS PRINT
P ZEROs are synonymous with performance. Not necessarily longevity. That is, until now.
"THE CAL" PROMOTION
Known for its sultry supermodels and high-fashion photography, the Pirelli Calendar is only available in VIP circles, making it a cultural phenomena and a sought-after collectable. This Facebook promotion entices fans to try to win this ultimate conquest.
MORE MILES CHALLENGE
To create awareness of Pirelli’s new SUV tire and its superior mileage, we developed the “More Miles Challenge,” a sweepstakes incentivizing fans to share the program for a chance to win the new tires—on a new Cadillac SRX. Promoted posts drove fans to a Facebook App to sign up.
Results showed we garnered about 35K participants and new fans on Pirelli’s Facebook page, about 20% more than projected.
#PIRELLIMYSUV
Pirelli wanted to highlight the range of fitments for its new SUV tire (from high-end SUVs to compact CUVs), while growing their Instagram fan base. Our “Pirelli My SUV” contest invited fans to submit original photos of their SUVs for a chance to win the new Pirelli SUV tires. To make things more interesting, we enlisted famed hotrod designer Chip Foose to judge which entries were most worthy of a tire makeover.
The contest ran for about four weeks and generated over 1000 photos entries.
