458 Moments / Ferrari
Submitted By Elizabeth Branger
At the private event, we had a “Step & Repeat” photo booth for the esteemed guests. Instagram was used to capture photos on smartphones. We curated 458 unique images that were given to each attendee. There was a station where the guest could claim their physical copy of 1 of 458 unique Ferrari moments.
Unique bi-folds were also created, each was hand numbered from 1 to 458, and mini-printers (Instaprint) were used to print directly from campaign hashtag (#458moments) as photos were taken.
All of the photos were projected on 30’ social wall within the event space. Individual moments were removed from the wall as photos were taken.
If you didn’t receive you photo at the takeaway station, guests could retrieve and share photos on the responsive microsite: http://458moments.com/
In 2014 the elite motor sport world descended on Austin Texas for the US Grand Prix. Ferrari used this opportunity to host an invite only VIP launch party to promote the launch of its latest automobile; the 458 Speciale. The party was held at the Austin Film Society inside a giant air hanger.
Ferrari wanted to create social buzz around the event to attract Owners and Fans but also to give them something they wouldn’t forget.
From a 1 night event, with approximately 500 attendees, 274 unique photos were captured. The activation garnered 10,562 likes, and it reached a whopping 2,037,751 people across social media.
Jack Butcher, Radu Becus
Gaston Legorburu, Christian Waitzinger, Kieron Leppard