Shell leverages its top tier sponsorship of the Scuderia Ferrari Formula One Team by inviting driver Sebastian Vettel to switch out of his high performance Ferrari 488 GTB and into a three tonne ambulance in a driving challenge against the clock.
Vettel, a multiple World Champion on the track, takes on a real-world driving challenge when he gooes head-to-head with a UK paramedic Alex Knapton – an everyday hero who relies on high performance when it matters.
This mid F1 season sponsorship activation was initially launched on Shell Motorsports’s YouTube channel,
and then amplified on Shell Motorsport’s other social channels – such as Twitter.
— ShellMotorsportTeam (@ShellMotorsport) July 29, 2016
Shell’s driver challenges activate its technical partnership with Ferrari – an alliance based around a shared passion for performance and partnership research to change and enhance everyday driving.
With 783,132 YouTube views in its first fortnight, plus 1000s of retweets and likes on Twitter the stunt has generated solid social interaction.
Although nowhere near the numbers of previous stand out F1 partner stunts such as the 12m YouTube views notched up by EMC’s Lotus F1 Truck Jump back in 2014 (see case study).
Shell is just one of 13 top tier sponsors for the Scuderia Ferrari Formula One team, alongside a further 11 second tier official suppliers and four third tier suppliers
Scuderia Ferrari Formula One Web:
Scuderia Ferrari Formula One YouTube:
Scuderia Ferrari Formula One Twitter: