May 2012: Pirelli’s New Social Media Competition
The new Pirelli tyres advertisement campaign has adopted the social media tactic as it focuses on interacting with consumers through the social page of Pirelli, the Pirelli Moto Facebook Page.
The new social game can be accessed by entering the social Facebook page of Pirelli, where you will find a link to the new campaign, the Ride Like An Angel game
The prize at stake is the possibility to win a trip to Los Angeles. This is a worthy prize considering the title of the campaign and the fact that Los Angeles is the City of Angels.
The graphical part of the campaign somewhat shows the target consumer Pirelli is going for. The blonde teenager of around 20 years on the promotional image seems to unlock the mysteries of the game, quite representative for the new young consumer of motorcycle tyres.
The campaign runs between the 1st and the 31st of May 2012 in UK, as you might have guessed, but also in France, Spain, Austria, Germany and Holland. It offers consumers a commercial based social game with 3 major levels.
The game is a virtual motorcycle game which permits the users to test their virtual motorcycle driving skills on four well known routes of Los Angeles: Santa Monica, The Harbour, Downtown and Hollywood.
The first level is open to anyone who has entered the Pirelli Promotional Ride Like An Angel Facebook page. The route to which the user has access to is the Santa Monica route.
The second level of the game becomes available to play only if the user promotes the Pirelli Promotional Facebook page by inviting at least two friends. After he/she has done so, he can play the Hollywood route.
The third level of the game becomes unlocked if the user furthers the promotional social media of the page by inviting at least four of his friends. The player can then play the Harbour route.
The last level of the game, the Downtown route, can be accessed only if the user purchases during the campaign a set of Pirelli Angel ST tyres. These tyres come with a campaign scratch card which holds a unique activation code that allows the user to unlock the last route.
On the 31st of May, when the campaign has ended, Pirelli will award the top three which have obtained the highest points on each route with different Pirelli fan pack which contains: a baseball cap, stickers and t-shirt. Also, those who have obtained the highest scores on each route will obtain:
· Santa Monica route - a motorcycle battery charger
· Hollywood route - PZero sunglasses
· Harbour route - a Pirelli trolley
· Downtown - the highly desired Los Angeles trip for 2 with an included visit to the Universal Studios
The Pirelli’s Ride Like An Angel game itself is quite entertaining and, as you might expect, grows in difficulty with each level. So, expect to discover numerous hurdles through each track, especially on the final rounds. It is quite hard to achieve high points, which, for any gamer, makes the game attractive.