One of our favourite integrated sponsorship campaigns – Quantum Racing in the Audi Med Cup is showing how a ‘simple competition’ can be mixed with social media to create great insider content. Many people still think that competitions are about collecting names and email addresses and they can be very effective tools for doing that. More recently though, competitions have become mass-market tv formats like ‘X-Factor’. Good marketing people know that the competition does not end when the prize is given away and the winner is photographed with a big smile.
Quantum’s Living the Dream competition is a great case study. Through luck or design, the team ended up with Katie Burns as the winner of the chance to crew on the TP52 – a woman with an interesting story and as it happens a great screen presence. Those following along on the team’s facebook page or youtube channel will have seen some of the best in-depth, behind the scenes coverage of a sailing event in a long time.
This video is a great case in point…
But that’s not all. Quantum Racing shows that integration is the key and funky new media sites is only one part of the communications mix. One of the only – if not THE only – mass market television sailing shows is Mainsail on CNN hosted by Shirley Robertson. This interview is interesting for many reasons and worth a watch.