Ice Race

Overview

The Tag Heuer Ice Race competition is an annual event where selected invitees can attend the ice race and compete against each other.

The Ice Race, held in the Dubai Mall, is an exciting Go Kart Racing event on real ice. Ahmed Seddiqi decided to open the Ice Race event to the public and required a way to communicate the event online. In order to win free tickets the users had to answer the quiz questions correctly and register their information using a Facebook application. We created a unique look and feel for the Ice Race which was rolled across Facebook tabs and online adverts. The design needed to communicate a sense of excitement along with the urgency to register, the competition runs from the 1st February to the 6th giving users only 5 days to register and answer the questions correctly.

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The Mechanics

The user had to like the page and register their details, once their details were registered; they had to answer a total of 6 questions.

In the event they got all the answers correct, a screen would appear informing them that they were in the draw and eligible to win. If they made a mistake, a screen would appear informing them that they did not get all the answers correctly and will have to try again the next day. The competitions received a lot of buzz on the Ahmed Seddiqi Facebook page and lead to an increase in fans as well as reaching full capacity at the event in no time. We reached a wider audience for the Tag Heuer Ice Race resulting in a much more viral campaign than previous years.

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