Mobil 1 has launched a competition offering winners behind-the-scenes access to the Vodafone McLaren Mercedes Formula 1 team.
The ‘Get Personal’ competition gives fans of the sport the chance to virtually experience life in the pit lane, with the opportunity to join the Vodafone McLaren Mercedes Formula 1 team for a weekend.
The competition is backed by a campaign from AMV BBDO, which is the first from the agency since winning the ExxonMobil account last year. A 70” launch film will kick off the campaign running across Europe online through Facebook, YouTube and Go Viral as well as blogger seeding and online display advertising.
The film stars everyday hero, Dave, living up-close and personal with motorsports in the way Mobil1 does. Arriving home Dave is met by a team of Formula 1 mechanics and a pit girl with his drive time on a pit board. As he enters his home and goes from room to room it becomes apparent that the entire Vodafone McLaren Mercedes Formula 1 team has taken over with a presenter in the coat cupboard reporting on his drive home, mechanics working in the living room, technicians working on laptops, a full F1 car being tested in the garage, and a team member preparing the dinner.
The film invites viewers to enter the ‘Get Personal’ competition by visiting the campaign hub for the opportunity to be an extra team member at a F1 event. The entry mechanic to the competition is to complete a personalised online film with entrants receiving back their own personalised video taking them behind-the-scenes and virtually transforming them into the role of test driver. The grand prize winner will head to the US Grand Prix, a selection of runners-up with receive personalised merchandise.