Black Chili Driving Experience
BACKGROUND
Car tires are a relatively boring product for consumers. On the other hand, quality tires are crucial for both basic driving safety and unrivalled pleasure in more sporty driving.
IDEA
Continental has a remarkable history with extensive knowledge and technological development, and extremely rigorous testing of new tires and technologies, which culminates in the Black Chili event every year for the professional and media public.
This is how we first opened the Black Chili event to the lay public, where everyone had the opportunity to experience 4 unforgettable days of Provence in the comfort of super sports cars with Continental tires. But for the opportunity, he had to participate in a thrilling interactive video quiz to deepen his knowledge of tires and Continental.
EXECUTION
Campaign
We have invited users in 8 regional countries to solve a quiz on the site through a localized media campaign on television, radio, digital channels, social networks and in print media. In doing so, we have collaborated with leading influencers from key countries such as Juraj Šebalj, Ivan Živadinovic and Dimitar Peshev.
A landing website
An innovative localized interactive video quiz featuring clips of drivers enjoying the scenic roads of Provence with sports cars impressed users on the event and motivated them to solve the quiz.
Contest
From each participant, the expert jury in each country selected 10 finalists who were invited to Skype interviews, with the help of which we selected 2 lucky persons per country, who attended the exceptional Black Chili 2019 event in Provence.
Event
Winners attended a 4-day unforgettable event in French Provence, where they sat behind the wheel of prestigious cars and tested the grip of the latest high-performance Continental tires and other Continental car-built technologies.
Dogodek
4-dnevni nepozabni dogodek v francoski Provansi, na katerem so novinarji in izbrani srečneži za volanom prestižnih avtomobilov preizkušali oprijem najnovejših visoko zmogljivih pnevmatik Continental in druge Continentalove tehnologije, ki so vgrajene v avtomobile.
Online video
We documented the event, capturing the unforgettable experience of winners and captured the excitement of driving super sports cars in a captivating online video: “That indescribable feeling when you drive a sports car down a river canyon and hear the echo of an engine created by the beautiful landscape around you. However, you know that the tire holds a secure grip. It can't be described, you have to experience it. "
RESULTS
website users.
minutes average time on the web page.
participants in the competition.