Due to the growing competition in the automotive industry, big PR stunts always become a phenomenal hit in social media. The latest automotive manufacturer to jump on board was DENSO, sending two female racing drivers across Europe to promote its all-new, premium quality Iridium TT spark plug.
During the epic trip, Russian driver Natalia Freidina went head-to-head with British driver Rebecca Jackson at three of Europe’s most thrilling tracks. The duo stated at the Moscow Raceway and moved onto Poland’s Poznan Circuit. The journey ended in an event for DENSO customers and invited press at Brands Hatch in the United Kingdom.
Freidina and Jackson drove a specially-liveried Lotus Exige S around Europe visiting the tracks for the challenge and explored some of the continent’s lost F1 heritage.
These activities were filmed for use across the Japanese company’s social channels, generating interest for the brand and its latest product. While the Track 2 Track challenge was not designed to test the longevity of the new spark plug, it celebrated DENSO’s dedication to its customers and its long-standing history within motorsport.
Thanks to the Track 2 Track challenge, DENSO was able to bring its customers further into the brand and to use the influence of the two renowned drivers to further its reach.
This is something that businesses can learn from as Rebecca Jackson, for instance, has wide media reach and a large social following, which she successfully used to promote what she was doing with DENSO. This resulted in a large boost in followers for the brand and ensured the video content was seen by different people. Jackson also sent out news and press releases to her database of newsletter subscribers and journalists.
The success of the promotion has made DENSO realize the benefit of working with influencers in the automotive industry to spread the word about the new Iridium TT spark plug and the Track 2 Track challenge.
Hamid Moaref has always been fascinated by cars and the automotive industry. His family has a longstanding association with the industry and has been in the tire business for the past 35 years. Raised in Dubai, Hamid attended Capilano University in Vancouver where he graduated with a BBA in marketing before attending an intensive course in magazine publishing in 2005. He has been the publisher and chief editor of Tires & Parts magazine for the past ten years.
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