The main aim of the CG Adventure campaign was to showcase the capabilities of RIBs and GORE-TEX® products in an exciting, experiential way. The campaign was designed to utilise a mix of traditional and cutting-edge communication tools to reach a targeted audience.
The team planned to deliver exciting, varied, and live content that people could follow and interact with, using videos, photos, text and blog commenting to create a complete view of the adventure. Additionally, the campaign aimed to extend the reach by inviting a national journalist and blogger to take part, and offering content to external groups/channels to ensure wider reach.
The team managed to achieve a total social/viral reach of over 2 million and media coverage worth an estimated £150,000. The campaign reached 18 million people, and the team was able to bring the benefits of RIBs to life as an industry-first by using clever planning to deliver exciting, varied, and live content.
Additionally, the team was able to extend the reach of the campaign by inviting a national journalist and blogger to take part and offering content to external groups/channels. The campaign was also a huge success in terms of awards, winning four industry awards. The team’s use of social media and web technologies like GPSocial, which matched Twitter updates to global positions on a live tracking map, allowed for real-time updates and engagement with the audience.
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