We recently worked in conjunction with Shell Australia on one of our blogger events to promote the launch of their limited edition Ferrari Model LEGO collectables.
The promotion ran for 6 weeks in Coles Express stores and introduced six exclusive Ferrari model LEGO cars based on some of the most iconic vehicles in Ferrari’s motoring history:
• the Ferrari 150° Italia
• the Ferrari 250 GT Berlinetta passo corto
• the Ferrari F40
• the Ferrari FXX
• the Ferrari 458 Italia
• a Scuderia Ferrari Truck.
Blogger events which offer unique experiences, exclusive ‘first to know’ information and access to brand new products maximise organic social media coverage. With Formula 1 superstars Fernando Alonso and Felipe Massa on hand to unveil the world’s first, life-size Scuderia Ferrari Formula 1 car model built by LEGO, this event was no exception!
The bloggers created an Instagram frenzy, having the opportunity to jostle with international and local press to get up close to racing car royalty and also take their seat in the life-size LEGO car made from 200,000 LEGO bricks.
Everyone also had the chance to quiz Shell and LEGO spokespeople as well as Ryan McNaught, aka “The Brickman” – one of only 13 professional LEGO modellers in the world.
And who doesn’t love LEGO!
We have introduced twitter chats to all of our blogger events to maximise buzz. These twitter parties effectively take blogger events out to the broader community. For this launch, everyone was invited to play along at home by following the #Shell_LEGO hash-tag and taking part in the live Q and A, with 10 lucky tweeters winning their own limited edition LEGO cars.
The #Shell_LEGO hash-tag trended nationally and delivered 300,000 impressions from 400 tweets. Every blogger who attended the Melbourne event also ran a follow-up post and giveaway on their blog which helped continue the buzz and drive awareness of the promotion well beyond the event.
Thanks so much to the awesome bloggers who made this event such a success: Natalie from Mummy Smiles, Naomi from Seven Cherubs, Kate from Kate Says Stuff, Dave and Travis from Daddy Bloggers / Tacklenappy, Martine from The Modern Parent, Janelle from Nellbe’s Gluten Free and Marnie from 3 Pickles.