Vehicle rental firm Europcar Group has launched Moving Sam’s Way, an international social media competition to support its new consumer-focused brand positioning.
For two months, travel lovers will be able to follow Finnish Instagrammers Samuel and Daniel Taipale through a vlog saga to win more than US$16,000, plus other prizes.
The competition is available on www.movingsamsway.com and Europcar’s Facebook, YouTube and Instagram channels.
Europcar will release a video episode each week featuring an encounter with a local YouTuber in a new destination. Europcar’s community and all other travel enthusiasts can enter the competition by logging into the website and guessing the destination of the next episode. To help them make their guess, each episode will contain a clue about the next week’s location.
The Grand Winner will be announced on 9 September when the last episode is released.
Pushing the boundaries of influencer marketing by collaborating with local YouTubers, Europcar aims to create a lasting connection with its social media audiences.
The firm’s group digital director Xavier Corouge said: “It is all about authenticity. Social media users expect to be entertained by the people they love. For this campaign, we worked with YouTubers and Instagrammers all around the world to create an experience that everyone can enjoy. Our goal is to connect Europcar with the 25-35 year-olds, who are fond of travel video content.”
The campaign, designed by Jin agency, will be supported by a Facebook and YouTube ad plan, emailing and point of sale display of videos and flyers.
To promote its fleet, Europcar offers the entrants the opportunity to win additional prizes – free car rentals – if they can guess the make of the car featured in the next week’s episode.