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References

SEAT. SEAT Rockstar Bootcamp Social Media Recruiting Campaign for 2011

Reference project Social Media. On Facebook, Bloodhound Gang bassist Evil Jared puts recruits through their paces and turns them into rock stars
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Mission

As the new main sponsor of "Rock am Ring" and "Rock im Park", SEAT wanted to increase the brand's reach in the young, rock-savvy target group. Prior to the festival season and without a major online media budget to boot. A digital campaign was designed to address rock fans between the ages of 16 and 30 and was to continue in the form of an emotional experience at the festivals.

Implementation

From Roadie to Rock Star
Together with SEAT we put rock fans to the test. We want to know how rock'n'roll deep down they really are. The SEAT Rockstar Bootcamp provides a blunt answer on Facebook. Four tough tests await the players in this social game. They have to name rock songs played backwards. They learn to tattoo and surf crowds. And they need to show that they won't be put off in their performance by a couple of hefty slants and some down to earth, honest feedback.

The instructor is a rock star with cult following
Leader of the Bootcamp is none other than infamous Bloodhound Gang bassist, Evil Jared. He burst into forums and onto the walls of other Facebook pages and recruited victims for SEAT. His deployment was a key success factor. We wrote the script, accompanied the film production and guaranteed that personality and campaign go together coherently.

The prospect of a star on four wheels
If they made the right effort in the Bootcamp, users got the coveted license to rock. Similar to a lottery ticket, the virtual dog tags for newly anointed rock stars opened the door to an exclusive prize draw. In the run-up to the festival, users could win free tickets, but the main prize was a limited edition SEAT Ibiza "Rock am Ring".

Conclusion

The Rock Star Bootcamp positioned SEAT in an authentic rock environment. By organizing a real bootcamp on the festival grounds, unaided brand awareness reached a rating of 80% among festival-goers. The success, however, is especially visible in the social web. Nearly 10,000 new recruits signed up with "Evil Jared" and proved their rock'n'roll worth with an average staying time of 11 minutes in over 61,800 games played. They shared the results on their Facebook wall, and challenged friends to join in. The SEAT website also benefited from the campaign, with a high level visibility in the target group and best findability ratings in search engines.

Facts

  • Sense of tact: Integrated campaign in close coordination with the classic advertising agency.
  • Anticipation: Successive activation of individual games on a weekly basis.
  • Recruitment strategies: Evil Jared recruits rock fans in forums and on other Facebook pages.
  • Fan gossip: Players share their success on Facebook and challenge friends.
  • Advertising partners: Cooperation with the music press promote the SEAT Rockstar Bootcamp.
  • Springboard: An info area on the SEAT website is the goal of all communication channels.
  • Continuation: At the festival, visitors came across a real SEAT Rockstar Bootcamp.
  • Awareness: 80% brand awareness for SEAT among festival-goers.
  • Headliner: Microsite with a rock stage design for the SEAT Ibiza special edition "Rock am Ring".
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