To launch the promotion to customers with as much cut through as possible.
As the promotion was tied to a motor racing series calendar, a series of videos were released prior, during and toward the end of the promotional campaign. They featured the drivers from a motor racing team sponsored by the client who humorously outlined the promotion and encouraged participation. These videos were distributed via social media and as EDM’s to the client’s database. This year’s promotion dramatically improved on the impressive success of the previous year.