Kawasaki – Introducing the new ER-6n model
References
Social media campaign
Kawasaki launched an international campaign to present its new model, the ER-6n. The campaign platform was a microsite, where visitors could virtually design the ER-6n and compete with their completed plans. One winner was selected from each of the participating countries, whose reward was their personally designed Kawasaki ER-6n.
Our task was to support the international communications campaign in Hungary. The strategy was built on strong social media communication. We created a blog (Kawa.blog.hu) so that the contents could be shared more easily and rapidly through social media. The blog covered campaign news, guidelines for the competitors on how to promote their work and campaign videos.
We involved popular bloggers, Japanese Chick (japancsaj.blog.hu) and Geek (kocka.blog.hu), whose content loosely related to the topic. They also designed motorbikes and posted their work. Bëlga, famous Hungarian hip-hop group also participated in the campaign, the members themselves designed bikes, and they offered special prizes for the top 3 of their own choice.
The campaign run in eleven countries and was the most successful in Hungary – most plans submitted, most votes -, followed by France, Italy and Germany. The project won the 2009 Kreatív Prizma Award in the blog category.
