DHL Backyard Mechanic
DHL have a 40-year history of motorsports sponsorships. In 2015, DHL signed its first motorcycle deal to reinforce its position as the world’s leader in automotive logistics by becoming Official Logistics Partner of MotoGP. DHL’s objective is to use the sponsorship to bring to life its corporate ambition to Connect People and Improve Lives.
Like many sports, the pandemic abruptly halted the 2020 MotoGP season for 4 months in March leaving fans with no racing and DHL with no logistics story to tell.But DHL didn’t sit back and do nothing. We knew bikers all over the globe would be spending hours in lockdown on their beloved motorcycles; upgrading, tinkering, ordering spare parts. Our insights also showed that MotoGP fans over-index on sharing social content.
Tapping into the psyche of our bikers, we created “DHL Backyard Mechanic” – a digital campaign inviting bikers to share content of their lockdown bike modifications for a chance to win a MotoGP bike part upgrade, delivered by DHL.
The campaign was promoted through:– DHL and MotoGP websites with editorial and digital banners– Direct mails– @DHLmotorsports and @MotoGP channels (Facebook, Twitter, Instagram, YouTube)– Motorcycle influencer TeaPotOne who created bespoke content inspiring bikers to enter– MotoGP teams and suppliers who shared posts on their channelsThe results were fantastic:– 4,892 entries from 109 countries in 6 weeks, smashing the KPI (2,000)– 59k+ new subscribers to www.InMotion.dhl (DHL’s sponsorship microsite)
With racing back, the campaign has evolved to tell the stories of the MotoGP Team Mechanics from their perspective and how DHL delivers the parts they need for every race.