THE FERRARI 458 CHALLENGE

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SOCIAL CAMPAIGN Concept, Event Ideation, Design & Social Media

THE FERRARI 458CHALLENGE

For the annual Ferrari Challenge in North America this year, Ferrari North America

wanted to launch a two tier initiative. Firstly, to solidify the Ferrari USA online social

presence and secondly, to create awareness for the Ferrari Challenge.

We created a campaign that gave fans the opportunity to experience the Ferrari 458

Challenge Series at the Infineon Raceway in California.

FERRARI 458 CHALLENGE


SOCIAL CAMPAIGN

THE CHALLENGEFerrari is an iconic car supported by years of racing history.

However, there is a lack of awareness in it’s digital and social

platforms.

INSIGHTThe Ferrari Challenge is a single- marque racing challenge

that is designed for car owners to experience the truest

expression of Ferrari – a full blown high-speed car race.

THE STRATEGYGLOBAL POINT NY launched a social campaign online to

entice a wider demographic of enthusiasts to participate in

the Challenge.

THE RESULTS

Concept, Event Ideation, Design, Social Media Design and

Content Creation & CollateralFERRARI 458 CHALLENGE

By creating an awareness and connecting all of Ferrari’s social media

platforms through the one-page website, Ferrari’s social following increase

tremendously over the campaign with the majority of participants coming

from California where the Challenge took place. The Infineon rate also saw

1000 participants of the contest showing up out of 1200.


WEBSITE & EMAILERS Concept, Event Ideation, Design & Production

WEBSITE & EmAILER

The One-Page Website was designed and developed to invite people to participate in the Ferrari

458 Challenge events. The form was conceptualized based on the prizes and differs with each

location. The form was then pushed to reach the appropriate demographic through social media

platforms seen in the following slides.


Using Ferrari’s extensive list of newsletter subscribers, GLOBAL POINT NY also designed and

developed an emailer to promote primarily the form to get fans to participate as well as to notify

them of key information to the event such as the race schedule, purchasing of V.I.P Tickets,

Ferrari’s Twitter Feed, News & Results.


SOCIAL MEDIA Concept, Event Ideation, Design & Production

SOCIAL MEDIATWITTER / INSTAGRAM /

FACEBOOKGLOBAL POINT NY also integrated Instagram pictures by tweeting pictures live from the events. The

aim was to promote fans to re-tweet posts to their personal feed (seen above by Johana Marcela G.)

as well to generate a following to Ferrari’s Instagram page.


By promoting the official Twitter page @FerrariUSA and the hashtag #FerrariChallenge, fans were

encouraged to participate in the challenge by adding their voice into the conversation. Fans were

encouraged to upload their personal photos and thoughts that would show up on the Ferrari Twitter

Feed as well as their personal circle of friends. This, in turn, generated more hype for the event.

GLOBAL POINT NY also compiled a comprehensive list of Ferrari’s fan pages nationwide and

designed a banner to post on the walls of these pages to promote the Ferrari Challenge further.


FERRARI 458 CHALLENGE VIDEOS Management, Strategy & Client Relations

VIDEO SERIES & ON-SITE

PROMOTION

The video series was created to engage users with the Ferrari Challenge. Using Ferrari’s existing

videos, GLOBAL POINT NY developed a comprehensive storyboard to combine the clips into two

trailers to promote the Ferrari Challenge to give fans a more tangible and emotional experience

with the Challenge.

CLICK TO LAUNCH VIRAL VIDEO ON TWITVID

To built on-site awareness, a Ferrari Photo studio was set up in the VIP area to allow attendees to

take photos with a Challenge Car. After the event, all photos can be viewed on the Ferrari

Challenge website.

http://bit.ly/FerrariUSATrailer

Documents

THE FERRARI 458 CHALLENGE