If you were to eavesdrop on a group of automotive enthusiasts discussing their go-to tires, you’d be sure to hear the name “Pirelli.” The Italian company is historically known for crafting ultra high-performance tires for premium vehicles. As Pirelli set out to connect with the US marketplace, they were seeking a content marketing campaign of similar quality – something innovative, immersive and world-class.
6S Marketing has been working closely with Engine Digital, a Vancouver and NYC-based digital consultancy, to drive online engagement with the Pirelli brand within the North American market. Our current “Highway Zero” campaign takes a story-driven approach to video-based content. Users can “ride along” to experience Pirelli’s new high-performance P Zero™ All Season Plus tire, in a first-person, interactive narrative.
6S Marketing provided the campaign promotion, via digital marketing channels, and Engine Digital developed all of the creative. Engine Digital shot the videos on-location in California and Nevada using the latest in digital video technology, which featured wheel-well-mounted GoPro cameras and aerial drones shooting video from the sky. Talk about taking the show on the road!
It was our job to start the online engines. We aimed to attract millions of eyeballs to engage with the interactive videos on the Highway Zero website. Working with Pirelli has been a very exciting experience for us, as we created large-scale interactive advertising campaigns to engage the brand’s loyal following. While many of the elements of the campaign remain top-secret, some of the digital marketing campaign highlights include:
- Engaging with Pirelli USA’s 130,000+ Facebook fans
- Launching the @PirelliUSA Twitter handle
- Running online display advertising including RTB and programmatic
- Working with Key Opinion Leaders (KOLs) and providing tires to influential Instagrammers to review
- Creating video ad campaigns in YouTube and TubeMogul
We still have a few more tricks up our sleeve and have more details in the Pirelli case study.