Mobile first via cross-media storytelling with Youtube videos and Facebook canvas ads to Instagram stories.
The ultimate international amateur 4x4 championship
The Spirit of Amarok is the only amateur 4x4 championship with international status. From behind the wheel of an Amarok, qualifying teams from around the world go head-to-head to determine who are the top amateur off-road precision driving champions. Through a competitive selection process, off-roading enthusiasts are chosen to represent their country at this premier international final. Competitors test their mettle on a course designed by rally and track racing legend, Sarel van der Merwe, in the only 100% German-engineered bakkie: the Volkswagen Amarok.
7 international teams, 1 goal: To win the Kalahari in South Africa. Create an Offroad Home for fans around the world.
Amarok is the giant Wolf of ancient Inuit mythology and a symbol of the qualities of patience, strength and determination.
One event for different target groups on a variety of channels
As Creative Director at IBM iX Studios Berlin, the digital lead agency for Volkswagen Commercial Vehicles, we used our expertise in Digital Campaigns and Daily Touch Content to create an exclusive Offroad adventure for thousands of fans at home, using real-time Content Production, and a waterproof strategy for Influencer and Activation Campaign using Facebook Canvas Ads, GIF-Postings and clips from offload fans. Average interaction rate from 5.3 %, 1Mio+ YouTube views, 2 Mio Facebook and Instagram friends!