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Type R: #ROADtoREDLINE

After the success of our road trip to Spa for Honda in 2014 and the #HondaRedline campaign, we were asked to lead a similar event to the Nurburgring WTCC with 300 Honda Type R owners.

Working alongside Visual Voice to build content on a dedicated website, which they built for Honda, our campaign involved various elements:

- a convoy in a #ROADtoREDLINE branded Civic with Type R owners from the UK, through France and Belgium to Germany, taking in the Heritage Motor Museum, Brands Hatch and Spa en route
- generating engaging social media content throughout the trip and over the race weekend
- encouraging fans to contribute using the unique #ROADtoREDLINE hash tag
- co-ordinating fan events over the weekend
- interviewing fans for video content
- awarding giveaways to the most engaged fans
- leading the road trip back to the UK

We managed this activity alongside our usual coverage of the WTCC race meeting for Castrol Honda, including live tweeting, photography and video.

The campaign was so successful, that the social reach totalled in excess of 6 million, while the hash tag #ROADtoREDLINE trended on Twitter across the weekend.

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