FORD: Vuelta a España
It was clear from the start, Ford wanted to put is brand in the streets. To be an endless spot throughout the Spanish geography. Some of KATAPULT Sports’ members were the ones responsible to devise and develop this initiative.
For 8 years Ford Spain partnered with cycling race “Vuelta a España” to use it as a viral marketing action by exposing its different car models in the street. It served as a street or side marketing strategy, as cars were taken out of their traditional channel, or even as a PR action, as more than 70 current or potential clients were invited daily.
More information here:
Official website of “Vuelta a España” http://www.lavuelta.com/