1. 1
Vodafone Netherlands: Facebookvs Hamilton
Geeke van derSluis
Marketing PRManager
Joost Galema
ManagerExternal Communications

2. 2
Background
• Launch the fastest mobile data network: 28.8 Mbps
• Introduction with impact
• Reaching beyond the tech public
• Engage

3. 3
Objective
• Generate national press coverage in Netherlands
promoting the speed of Vodafone’s mobile broadband
• Secure 28,800 Facebook participants for the event
• Successfully entertain 200 x VIP Vodafone Netherlands
guests, staff, customers and press invited and hosted by
Jens Schulte-Bockum (CEO VF NL)
• Target high tech influencers through social media

4. PRE EVENT (2 weeks prior to event)
• Promotion on Lewis Hamilton vs Facebook, Vodafone McLaren Mercedes
Official and Vodafone Racing official Facebook pages
• Seeding to prominent online celebrities and blogs
• Short teaser video promoted on Facebook page
EVENT (13th
September 2010)
• Live event at Schiphol airport – with Lewis Hamilton driving a McLaren MP4-24
car on a course laid out on the runway
•
Lewis meet and greet with all guests and one to one interviews with press
• Live streaming of the event on Facebook
• Competition mechanics: every 20 secs during the entrants drawn to win smart
phones and USB accessories
POST EVENT
• The ‘making of’ film posted on the Facebook page immediately after the event
and distributed to relevant blogs
4
Activation

5. 5
Results
• 28,800 Facebook fans successfully signed up to virtually race against Lewis
Hamilton
• 35,000 online views of the teaser video
• 110,000 online views of the event video
• 45,000 online views of the ‘making of’ video
• 11,000 Facebook ‘likes’
• 1,200 Facebook ‘comments’
• Successful on-site activation of the car racing on the runway
• Lewis Hamilton beating Vodafone mobile broadband car ‘2-1’
• Successful press conference and exclusive access to Lewis for print and online
media

6. 6
Media & PRvalue

7. 6
Media & PRvalue