The pandemic abruptly halted the 2020 MOTOGP™ season leaving fans with no racing and DHL with no logistics story to tell.
Insights, Strategy, Rights Management, Idea Generation, Design, Communications, Integrated Planning, Market Consultation, Project Management, Measurement & Reporting As behind the scenes specialists, DHL know how important the team behind the machine is. So we knew bikers all over the globe would be spending hours in lockdown on their beloved motorcycles; upgrading, tinkering, ordering spare parts, all delivered by DHL. Insights also revealed that MotoGP™ fans over index on sharing social content and that 97% of fans were seeking entertainment. Fan insights, bikers psyche and the current zeitgeist combined, resulted in DHL’s Backyard Mechanic. Backyard Mechanic was a UGC promotion with a natural logistics story at its heart. Bikers were invited to share content of their lockdown bike modifications for a chance to win a MotoGP™ bike part upgrade, delivered by DHL. The campaign was amplified across DHL, MotoGP™ Team and Supplier social channels, and by motorcycle influencer, TeaPotOne. DHL received 4,892 entries from 109 countries in 6 weeks (smashing the original KPI of 2,000 entries) and connected bike fans globally over their shared love for their bikes. #BackyardMechanic
DHL & MOTOGP™
CONNECTING FANS DURING LOCKDOWN
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