Road Respect Euro 2016 Tour

Added: 4th August 2016

What They Asked For:

A set of experiential events celebrating the Euro 2016 football tournament being held in France, linking in with the #AllezTheLads digital campaign.

What We Did:

Building on the success of previous activations, which have included a popup shop for the 2014 World Cup at intu Metrocentre and a Rugby World Cup bar tour last year in host city Newcastle, Road Respect embarked on an 18 day summer roadshow covering 6 areas of the North East.  The campaign ran alongside the Euro 2016 Football tournament and highlighted the dangers of drink driving at a time of increased incidences.

The tour featured a promotional referee with a headset mic conducting beer goggle infused “drunken penalty shootout” games outside of Roadi, Road Respects promotional vehicle.  European footballer face masks from Ronaldo to Vardy were given to those who managed to score a penalty, with all activities being captured on GoPro cameras to create social media content linking in with the #AllezTheLads digital campaign.

The tour also featured two oculus rift driving simulators housed within Roadi which feature iconic landmarks and areas of the North East, with members of the public gaining points and prizes for driving safely and avoiding distractions.  An online leader board and social media integration within the programme encourages a brilliant level of competition and increased engagement, with Road Respect’s new monthly scratchcard competition enabling visitors a chance to win a free dash cam for scratching out the answers to road safety questions correctly.  The safest Oculus Rift user of each event could win themselves a £15 iTunes voucher.

The campaign linked in with the Road Respect Euro 2016 Bar Tour with event teams visiting bars during England games with a giant iTab and new bespoke Road Respect Motorway Madness game, free competitions, information and giveaways to promote road safety and engage with those who may be likely to offend during a time of increased drinking.

Outcome:

In the 18 day campaign we saw the following results:

• Over 477,600 Twitter impressions
• 5731 Retweets
• 2286 Likes
• Footfall of 3110
• 2776 Interactions
• 2617 Giveaways Distributed
• 1982 Oculus Rift users

- Road Respect

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