Agency: AmazeRealise and Mynt
Auto Trader wanted a share of the voice during the World Cup.
The brief was to plan and execute a disruptive social campaign packed with car-related prizes – and giveaways – to get them trending during one of England's matches.
The campaign rested on innovative use of technology.
Money was spent on a "Like to Remind" partnership with Blue Robot to drive reminders that were sent one hour before kick-off to push people a competition mechanic with a clear call to action.
A war room was set-up to respond to the engagements the campaign drove around each match. Planned content included gifs, posts and images for all the on-pitch drama, from near misses to injuries or penalties.
And cross-channel support meant the campaign launched with coverage on Good Morning Britain, Sky Sports and Talk Sport.
As England's success on the pitch continued to defy expectations, #AutoTraderGoals gained more attention and news stories appeared in the Mail Online and Unilad.