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BP Ultimate Motorshow - Case Study

Race of ChampionsBrief: BP Ultimate wanted to use a novel mechanic to promote their brand values to consumers at the Race of Champions. They were also looking to highlight the brand association between BP Ultimate & the Race of Champions.

Solution: Wearable Hypertags used by promotional staff were deployed at the Race of Champions, allowing race-goers to download a variety of BP Ultimate-branded content to their mobile phones completely free-of-charge. BP content available for download included MP3s, videos and images, with anyone interacting also in with a chance of winning a BP Ultimate remote-controlled car. The high visibility of the BP brand combined with the wearable Hypertags meant that this campaign was a real success with positive feedback from all parties and consumers involved in the deployment.