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IJC 2

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by

Andrea Casa

on 2 February 2013

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Transcript of IJC 2

Objective of the campaign 1.AWARENESS: Tonino Lamborghini is the interpreter of the Italian Style
2.ENGAGEMENT: create an active dialogue with our users
3.ANALYTICS: user data registration
4.FAN BASE: new fans & followers in our social media channels
5.BUZZ: create buzz about the brand in international blog and communities (digital PR activities) The concept of lifestyle Results Thanks to your PR support! The Italian style is a peculiar way of life. The only way to experience it is to live it. The Vision:
Tonino Lamborghini wants to represent worldwide the Italian style giving the chance to his own users & customers to taste it in every situation. How to realize and represent our vision («export the italian taste») all over the world following the web keywords? The web keywords:

•Users engagement

•Contents creation (video, photo, texts)

•Rewarding (nobody does anything for nothing. Not even on internet) Easy answer:

giving to our user a mission.. The Italian Job! The Italian Job is a popular movie of year 1969; M.Caine plays the role of a thief engaged to steal the Fiat’s gold from a security van in Turin.
Why is this movie such celebrated among the car lovers? Because the theft has been made thanks to an exciting car chase using vintage Mini cars. Update! Today the term «Italian Job» means an activity made with style. Mr. Lamborghini, as Style tastemaker, and through an online casting

(PHASE 1- ENGAGEMENT) Search for a candidate to accomplish the mission: take possession of the Italian style receipt.

(PHASE 2- REWARD) Once found the right candidate, he/she has been sent to Italy, in Rome, for three days, with the mission to experience the Italian style and to understand his formula simply living it.

(PHASE 3- CONTENTS PRODUCTION) The second phase has been recorded live in order to create and produce new contents to share online. How to:
it has been asked to our users to «portray» what is for them the Italian style trough a photo self shot (using smartphones, tablets or cameras) in which they also represent themselves. And then to upload the picture in.. Thank you Mr. Hatefi for partecipating Accomplish the Italian Job Mission mean to understand and learn of the Italian style. Cool, but how? The winner has been accompanied by a guide who tought him/her the City’s tricks and showed what’s the real meaning and essence of the Itlian Style (wine lessons, how to dress, how to «play» with women etc.) Objective of the campaign

1.AWARENESS: Tonino Lamborghini is the interpreter of the Italian Style
2.ENGAGEMENT: create an active dialogue with our users
3.ANALYTICS: user data registration
4.FAN BASE: new fans & followers in our social media channels
5.BUZZ: create buzz about the brand in international blog and communities (digital PR activities)
This challenge has started today!
How? Website:
phase 1 (engagement) Puro Talento Italiano H istory istory H istory TONINO LAMBORGHINI STYLE AND ACCESSORIES WAS FOUNDED 1981: TONINO LAMBORGHINI WATCHES Tonino Lamborghini LEATHER GOODS istory H H istory Tonino Lamborghini EYEWEAR 1983: istory H This is our brain ok, but what's the classiest mission of our contemporary pop culture? Great than. But how to use this concept to communicate the Italian taste for style and link it to the Tonino Lamborghini "Pure Italian Talent"? The Italian Job! Capture the Italian Style Puro Talento Italiano H istory istory H istory TONINO LAMBORGHINI STYLE AND ACCESSORIES WAS FOUNDED 1981: TONINO LAMBORGHINI WATCHES Tonino Lamborghini LEATHER GOODS istory H H istory Tonino Lamborghini EYEWEAR 1983: istory H 3k visitors 17.963 new likes
577.517 post views on Facebook ads
50.560 viral views of the posts Contest Partecipation Website visitors media 2.0 9k page views 150 candidates Youtube Campaign:
phase 3 (content production
& seeding) How we did it? Keeping the concept And giving them a mission! Last but not least
Phase 3: The shooting Gabriele: the Style Coach Anders. the casting winner (AKA the Apprentice) You've got a TEXT MESSAGE:

Check your press kit and discover the material:

press release
teaser & video episodes
soundclud & tumblr channels Thank you! episode 1 episode 2 episode 3 episode 4 episode 5
Full transcript