Lotus Launches ‘Lotus Champion’ Campaign To Drive Lead Generation And Consumer Engagement

The integrated media, online and social campaign, created by EMO, sees Lotus partnering with high-performance car magazine Evo with a competition whereby one lucky winner wins both a Lotus Evora S for a year and also their own guest column in Evo.
 
June 15, 2011 - PRLog -- Lotus Cars UK has appointed localisation agency EMO as its lead tactical partner to deliver quality test drive prospects for its Evora model.  Using highly targeted media partnerships as well as digital and social media activity, the programme of activity also aims to maximise consumer reach and engagement.

As the focus of the campaign, EMO has created the ‘Lotus Champion’ competition through an exclusive affinity partnership with Evo magazine, Dennis Publishing’s monthly title devoted entirely to high performance cars.  In addition to promoting the competition, Evo is also providing Lotus with genuine editorial, rather than advertorial, space which adds huge credibility to both the brand and the promotion.  

The Lotus Champion competition gives one lucky driving enthusiast the chance to win a phenomenal prize: a supercharged Lotus Evora S for a year and become a guest correspondent for Evo magazine. As Lotus Champion, the winner will be invited to share their experiences with Evo readers in a special new editorial feature titled, ‘The Lotus Diaries’, as well as take part in a series of Lotus-themed adventures including trips to racetracks, track days and driver training. The winner’s feature article will maintain awareness of the brand and act as an endorsement from a ‘real person’ about life with a Lotus Evora S.

The campaign kicks off in the August issue of Evo Magazine (on sale in June) with editor Nick Trott – a huge fan of Lotus cars – announcing the launch of Lotus Champion as the “greatest competition they’ve ever taken part in” in the magazine carrier letter. Over six months the Evo editorial team will write a number of DPS features, building awareness of the competition and why readers should enter, creating profiles of the finalists and making a real splash around the announcement of the winner and what being the Lotus Champion will mean to them.  

Initial editorial will drive Evo readers to enter the competition via a specially created microsite - www.lotusdiaries.evo.co.uk – and this will be supported by online advertising throughout the competition on the Evo website. The microsite, designed to encourage user engagement, will act as community board keeping readers up to date as the competition unfolds as well inviting users to comment and upload their own content.

Subscribers to the microsite are asked to provide key profile data such as age, what car they currently drive etc. and demonstrate their passion for performance cars. The Lotus dealers will be key to the campaign’s success and be tasked with following up all leads to ensure entrants come away having had a positive experience of the Lotus brand at local level.

Entrants who have taken a test drive submit a road test review of their experience on the microsite to show their knowledge of performance cars and demonstrate their writing skills as a potential guest correspondent for Evo.  The 20 finalists selected by the EVO editorial team are invited to the finale – an exciting event day, in September, at the new track in Hethel.  Post event, five contestants will be shortlisted and then interviewed by Evo to test their journalistic credentials and expert knowledge of sports cars.  The winner will be announced in December and be able to drive off in their new Lotus Evora S as Lotus Champion.

Nick Davies, Managing Director at EMO, comments: “We’ve devised a campaign that leverages the power of word of mouth – understanding that if the best way to appreciate a Lotus is get behind the wheel, then the second is to hear first-hand from someone who has.  The empowerment of community voices –not just at street level but also virtual and social, in this case, a community of discerning drivers – drives decision making and change.  ‘Lotus Champion’ is a campaign that the dealer network can really get behind as well.”

Chris Anderson, Corporate Marketing Operations Manager at Lotus Cars UK, adds: “EMO’s approach is very thorough – they make it their business to understand our brand and our customer. Their strategy gives our dealer network confidence that quality leads will be delivered and meaningful relationships established. The creation of the Lotus Champion programme is new territory for us, and we’re looking forward to seeing where it will take us.”
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