Licensed minicab company Addison Lee targets Millennials with a Rugby World Cup guerrilla initiative that offers Twitter and Instagram users discounts for spotting its tournament branded vehicles.
The brand has wrapped 20 cars in the different flags of the participating nations and is challenging social media users to Tweet or Instagram a picture of one of these cars to its @AddisonLeeCabs account with the hashtag #RugLee.
For every branded taxi spotted, snapped and hashtagged, the social spotter/sharer will receive a £10 discount promotional code.
Something is coming London. Keep your eyes open and you could be the first to spot them and snap them #RugLee pic.twitter.com/EsZAymPFeb
— AddLee (@AddisonLeeCabs) September 9, 2015
Discounted journeys must be booked through the Addison Lee app and winners can claim as many as 20 discounted journeys.
Anyone spotting and catching a photo of all 20 cars will automatically be enrolled into the existing Addison Lee loyalty scheme and will qualify for between 20% and 50% discounts by claiming one nation to themselves.
Every time a team plays in a pool game the discount is 20% and this rises to 50% if that team makes it through the final.
The initiative is being promoted through a PR push and across the brand digital and social channels – from its website, to its Twitter, Facebook, Instagram, LinkedIn and Google+ platforms.
To win tickets to the Final at Twickenham. All you need to do is send us your #RugLee pics http://t.co/oXJkIeRQhR pic.twitter.com/DiygSTYwi6
— AddLee (@AddisonLeeCabs) September 22, 2015
Fancy heading to the Final at Twickenham? Click here & you are half way there #RugLee http://t.co/I8oPfijsEb pic.twitter.com/oKJsW5D6fR
— AddLee (@AddisonLeeCabs) September 22, 2015
The country badged cars are also being used as match-related content for the brand’s social feeds.
It's a #RugLee showdown tonight. England take on Wales. Who is looking forward to this one? pic.twitter.com/UTDd36FM3M
— AddLee (@AddisonLeeCabs) September 26, 2015
England goes head to head with Fiji tonight. Are you ready?! Pick and Win #RugLee #RWC2015 http://t.co/9pgFjpxV02 pic.twitter.com/tbwJi4JnJ1
— AddLee (@AddisonLeeCabs) September 18, 2015
‘We want to help rugby fans celebrate and show support for their teams,’ commented Addison Lee chief commercial officer Peter Boucher.
Comment
This ambush activity aims to drive awareness and to swell Addison Lee’s Twitter account – which currently lags behind rival Uber with 14,000 compared to 27,000).
The licensed cab firm, founded in London in 1975, was acquired by private equity group Carlyle in 2013 for £300m.
Links
Addison Lee Website:
Addison Lee Twitter:
https://twitter.com/AddisonLeeCabs/
Addison Lee Facebook:
https://www.facebook.com/addisonleecabs/
Addison Lee LinkedIn:
https://www.linkedin.com/company/addison-lee/
Addison Lee Google+:
https://plus.google.com/+addisonlee/
