Knowing the importance of multi-screen viewing, we created an unofficial ‘social media grand prix.’ First we created a social media promotion inviting motorsport fans to enter for their chance to experience the big race in the ‘lap of luxury.’ We didn’t tell them we were being literal. On the big day, the three unsuspecting winners and their friends were driven through the streets of Melbourne then sent around the track in a limo race of their own, complete with professional motorsport drivers behind the wheel. The entire activation was created to be filmed and shared on social media.

In the week before the race, we created a fake social promo inviting motorsport fans to tell us why they deserve to win a chance to watch the race in ‘the lap of luxury.’

On the big day, the three unsuspecting winners and their friends were picked up in limousines and driven to the track to be sent around at high speed.

It was only then that we revealed their ‘chauffeurs’ were actually professional race drivers.

The entire stunt was filmed and posted on Powerball’s social channels (Facebook & Instagram) on the morning of the F1 race, targeting our younger audience but also motorsport fans using Facebook interest’s data.

We also developed a social influencer strategy that engaged with high profile social influencers, including ‘Bachelor’ contestant Richie Strachan, that not only saw them share the content but involved in the stunt itself.

Please see Confidential Information for results.