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case study - Bullrun 2009
We recently buttoned up a pretty cool project for Black Magic Auto Care Products to highlight their sponsorship of Bullrun 2009. For the uninitiated, Bullrun is an annual, seven-day, cross-country road trip featuring a rowdy, celeb-studded cast of characters and some of the hottest, most exclusive automobiles on the planet.
As part of their sponsorship efforts, Black Magic entered a customized, Ford F-150 SVT Raptor driven by the guys at Garage 419 into the rally to get in on the action and get extra mileage (pun intended) out of their participation.
To put rally fans in the passenger seat with the Black Magic team, we built a custom microsite with flash features for daily updates, race tracking and even a custom YouTube Channel. Through daily blog posts, an up-to-the-minute Twitter feed, maps, photos and videos, Black Magic fans were able to live the experience of an exclusive and world-renowned automotive event and interact directly with the brand in an engaging and authentic way.
By rally's end, www.blackmagicshine.com/bullrunrally had captured over 12,000 unique visitors and 53k pageviews in just 16 days. The average visitor on the site was spending an astounding near 7 minutes browsing, commenting and watching videos contributing to a total of 50 comments, 39,231 video views and 419 followers on Twitter. Still live, the site continutes to pull in a steady of stream of relevant traffic for blackmagicshine.com.
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