Sasol embraces social media with Paralympic campaign
It’s increasingly important to look at promotional and marketing campaigns with an eagle-eyed view, to ensure that all aspects, including mobile technology, social media, media buying and smart video technology, are integrated and coherent.
Shake Interactive, the online and mobile marketing agency, is working with Sasol to boost the fuel company’s sponsorship of the South African Paralympic and national rugby teams via an integrated digital campaign. The agency conceptualised, designed, built and promoted the online component of the current “Welcome to Amazing”, campaign.
Teaming up with the Jupiter Drawing Room Johannesburg, Shake provided Sasol with an integrated branding campaign utilising print, TV, the web and mobile. Sasol had set the duo the challenge of maximising its sponsorship of the national teams by extending brand exposure from the sports field and television coverage to other media.
The campaign features a basketball game between the SA rugby team – the World Cup champions – and the SA wheelchair basketball team, competing in the Beijing 2008 Paralympic Games from 6 – 17 September. A teaser campaign in print and on television was followed by longer ads during the game, showing the “Chairs vs Champs” clash.
The web site allowed supporters to interact with the campaign and the teams. The adverts, behind the scenes videos, interviews and bloopers are all available to view. Supporters can comment on the videos, leave messages of support for the Paralympic teams and follow news from the games. Visitors can also text messages to the team on 31502. A medal tally page reflects how many medals South Africa has won and a biography page features information on all the sportsmen and women competing in this year’s games.
Integrated campaigns are a vital part of any marketing strategy. Extending traditional campaigns to include both online and mobile technology enhances the brand experience and interaction between all roleplayers.
Welcometoamazing.com was launched to 25,000 Sasol employees, and then made public on 1 September 2008.
Leave a Reply