The Vodafone Taxi Grand Prix.
- June 16 2009, 17:55
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Continuing our work with Vodafone, last week saw the launch of the Vodafone Taxi Grand Prix.
The Vodafone Taxi Grand Prix is a new online racing competition. There are five races over the Taxi Grand Prix season mirroring the F1 Grand Prix taking place over the summer, with a grand prize of a VIP trip to the Italian Grand Prix in Monza for the season champion.
There are hundreds of other prizes to be won, including tickets to the Santander British Grand Prix at Silverstone, Hot Laps with Lewis Hamilton, HTC MagicTM handsets and signed VMM merchandise. To enter the Taxi Grand Prix all you have to do is create your team, pick your drivers and get racing. Head to: www.vodafone.co.uk/taxigp for more details and to register.
To kick-start registrations for the competition National Press activity ran a few weeks ago for the Turkish GP. In order to drive further registrations online sponsored F1 content on the Top Gear website and re-branded an area within the EA Sports Complex that sits as a virtual hub on the Playstation3 Home, with a Vodafone Taxi racing game. Also we ran a social media outreach programme to engage with motorsport enthusiasts within blogs and forums. We also re-branded 300 taxis across the key cities where these Taxi Grand Prix are taking place, see image below. To enhance this campaign Carat Sponsorship created a radio promotion with talkSPORT, where the station rang the Vodafone cabs twice a day in each city offering the lucky passengers a chance to win a pair of tickets to the British Grand Prix at Silverstone. The promotion took place over 5 days in London, Manchester, Edinburgh, Cardiff and Birmingham from 10th to 14th June. The on-air promotion was supported by a microsite on talkSPORT.net offering another chance to win a pair of tickets to the British Grand Prix, and a display ad in the talkSPORT e-magazine.
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