Hundreds of people drove through the streets of Madrid via Google Street View

The Red Invasion

Dainese D-Store Madrid

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The assignment

Dainese wanted to tell everyone in Madrid that they were opening the new Dainese D-Store Madrid. They asked us to organise a campaign for them to do so.

The objective

Get people's attention to generate traffic to the store on its opening day. To do this, we created an ad hoc campaign.

The idea

Exploiting the fact that Dainese has a highly characteristic logo that could be seen as an extra-terrestrial being, we decided on an online invasion of Madrid. We created an advergame that used Google Street View, in which users had to capture all the invaders in their path and then cash them in for incredible prizes; helmets, gloves, jackets and even a made-to-measure suit. The more invaders they captured, the better the prize! Everyone who wanted a prize had to come to the Dainese D-Store Madrid on the Opening Day.

The strategy

To launch the campaign, we decided to centralise everything on Facebook. It was a good way to collect fans and get ourselves noticed, so the advergame only worked via Facebook Connect. We also contacted influencers from the motor sector, who helped us to get our message across.

Video Case

Online Campaign

Microsite

The Red Invasion, Dainese D-Store Madrid

Advergaming

  • The Red Invasion. Dainese D-Store Madrid
  • The Red Invasion. Dainese D-Store Madrid
  • The Red Invasion. Dainese D-Store Madrid
  • The Red Invasion. Dainese D-Store Madrid
  • The Red Invasion. Dainese D-Store Madrid
  • The Red Invasion. Dainese D-Store Madrid
And also

Banners

To activate the campaign, we created special banners for websites in the motor sector.

Community Management

We developed Community Management strategic planning based on posts that provided exclusive information to improve and encourage user's participation in the Red Invasion.

Facebook Ads

We opted for a highly segmented campaign on Facebook ADS to encourage participation in the Red Invasion and attendance of the Opening Day.

Influencers campaign

We contacted some of the most famous Moto GP riders and got them to join the campaign.

Online press releases

We sent press releases to the most important media in the motor sector and the main motor associations based in Madrid.

The results

check

1.300

new Facebook fans in just one week
users

1000

people came to the store on Opening Day
gift

309

prizes given out
arrows

789

people took part in the Red Invasion during the six days of the campaign
voice

Publicity

Major impact in the most important media in the motor sector in the form of coverage of the Red Invasion and the Opening Day