The Abarth Biposto celebrated its world premiere at the Historic Racing Festival Lignières. Eventagentur.ch developed a new form of digital communication and lead generation with the involvement of the global Abarth Facebook community.
The launch of the new Abarth 695 Bisposto was eagerly awaited. Abarth dealers and their best customers had already ordered the Biposto in advance without ever seeing it. It was the first Abarth with racing gear and street legal.
As the main sponsor, official car and pace car at the International Historic Racing Festival Lignières Historique, the brand new Abarth was the focus of the action. The fan community was able to win exclusive test drives on site via Facebook. At the wheel of the Biposto was none other than Yoshi Ohmura, Team Principal of the Swiss Squadra Corse Racing Team.
Go-Pros and mobile camera teams were positioned on board the Abarth Biposto and along the race track. All races were announced via Facebook and made available to fans live on YouTube.
Abarth Biposto went viral! 980,000 people watched the world premiere live. By combining the sponsorship presence in Lignières, involving dealers and customers and producing content for digital channels, an optimal interplay of online and offline communication was achieved.