Before its worldwide launch on November 30th in London, the Pirelli Calendar 2016 edition was accompanied by the official world opening of a social media contest called "#ChasingTheCal". The objective of this social media initiative was to give the opportunity to participate at the exclusive Pirelli Calendar Gala dinner in London, one of the most exclusive and glamorous private events, usually reserved to collectors, international celebrities and media only. The dinner was the final price of a treasure hunt format that involved a on-line game, specifically developed by Pirelli for the Calendar fans and for everybody.
Not the usual game, but a roaring experience in typical Pirelli-style, involving a real and an alluring Lamborghini Aventador, Pirelli Edition, with two exclusive invitations hidden inside. On board this sports car, the players were able to embark on a discovery of the most significant places in Pirelli's history, with famous locations in Milan and objects that have become tokens of corporate culture, until the competitors who will achieve their aim of attending the Pirelli Gala Dinner are finally selected.
A journey to complete with the opening of the new Pirelli Calendar website www.pirellicalendar.com, created to reveal the new issue and the timeline of the world's most famous calendar, as well as the two lucky winners of the #Chasingthecal
Pirelli wanted to achieve more than the usual social engagement campaign, sharing and plunging into Pirelli's history and heritage to explain that the Company is more than the famous Calendar.
Something unique to experience and to win, beyond the opportunity to experience the magic of an elegant gala dinner in London, attending by many of the stars photographed by Annie Leibovitz.
It was an International contest which gave two winners the chance to attend the exclusive Gala Dinner for the 2016 Pirelli Calendar Launch on November 30th 2015 at the Roundhouse in London.
Through the contest it was possible to have access to the event, usually reserved for collectors, celebrities and journalists.
An integrated project:
#ChasingTheCal was developed in 4 phases – 2 online and 2 offline
The online phases revolve around a custom built game on the dedicated platform chasingthecal.pirelli.com, available in Italian and English.
To win the contest, participants have to register at chasingthecal.pirelli.com and solve mysteries and games linked to Pirelli's world and, through street-view technologies and Google's business view, traverse some of the company's symbolic historic locations.
Players who got at the end of the game were encouraged to send a video of themselves, telling the jury why Pirelli should choose them as winners.
The two winners had the opportunity to travel to Milan, experiencing two day car test on Pirelli private track and in the two following days to fly to London where to attend the Pirelli Calendar Gala Dinner, walking along the red carpet with stars and talents.
250,000 visits to the gaming platform
More than 1,000 players
4' 59" medium session duration
32,100,000 impressions (Social Media and Google Display)
167,000 Video views
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