A viral campaign you should try at home

Donington is renowned for its motor racing. But with the Red Bull Motocross tournament about to take place they needed a campaign which would attract people who would not normally go see this type of event. Our viral campaign took the style of a Haynes car manual but was all about how you can experience the thrills and spills of motocross in your own home. The animation style and very tongue in cheek humour opened up the sport to more people and not just the ‘petrol heads’ we knew would attend the event anyway. The campaign had to work on several levels. We had to ensure it actively drove bookings online but that the interest in the campaign, if not the event, was enough to get people to send to friends – who may be more inclined to motocross – so that we had a more specific database for future campaigns.