Client: Performance PR
Background: For the launch of Alfa Romeo’s MiTo they created the ‘Aquabatics challenge’ involving an attempt to break a world record by driving the car over 2,500 water-filled balloons. A competition was launched on Alfa’s Facebook page inviting entrants to choose the location of 4 unpopped balloons to win a track day at Goodwood. The stunt was filmed with a Red Epic camera, capable of recording at 300 frames per second in gorgeous IMAX resolution.
Objective: The objective of seeding was to encourage blog and website editors to embed the video and link through to the competition on the Facebook page. Competition websites, motoring, viral, cool hunting and web culture sites were targeted.
Results: 25 pieces of coverage, 38k views