“Step Inside the Circuit” is a personalised viral video to promote the partnership between the McLaren-Mercedes Formula 1 team and Johnnie Walker. This advert uses personalisation to create an interesting advert, simply to gain a high viewership and increase the awareness of their campaign.
Johnnie Walker is a brand of blended Scotch whisky which is the most widely distributed in the world. John Walker began his brand in the early 1800s but now there are many labels of whisky available to buy across the globe.
Johnnie Walker was an official partner of McLaren-Mercedes Formula 1 when this video was made in 2010, and their F1 cars were branded with the Johnnie Walker logo amongst others.
About The Campaign
This video asks you to “step inside the circuit” and connect your Facebook. Once connected, the video asks you to confirm your identity and nationality before beginning.
This personalised video starts by panning to a magazine cover with your face on it, with the quote “the future of racing?” As the video progresses other personalisations appear, such as photos of your friends on the wall.
During this advert you walk through a corridor and happen to pass Lewis Hamilton, and he gives you a few words of advice. You continue to your car and climb inside, but have enough time to sneak a peek the personalisation on the side of the F1 car – your name. A few more words of advice from Jenson Button and you’re nearly ready to go!
If viewers enabled webcam at the beginning of this video, they can see their ‘reflection’ in the Johnnie Walker branded helmet, which is actually a view from their webcam. Other personalisations include a radio speaker addressing you personally.
This viral video ends with the quote “[your name], you’ve just experienced life inside the circuit” as the doors to the track open. You also have the ability to “continue your journey” by viewing the other promotional videos which appear on screen.
Is The Video Successful?
This video aims to promote the partnership between Johnnie Walker and the McLaren-Mercedes Formula 1 team by using brand logos and allowing viewers to explore further content. The further videos that they provide also have a “don’t drink and drive” message throughout.
The personalisation of this video helps to interest viewers and make the content relevant to them. The Facebook integration of this advert uses images and viewers’ names to make this video highly personal and emotive, as they can experience what life would be like for them inside the circuit.
By letting viewers ‘take the wheel’ and become part of this advertisement, they are far more likely to watch the whole video and then share it with friends. The fact that this is an app on Facebook makes the sharing options even easier and will help to increase the viewership of this video.
The ability to quickly share this video and the interesting personalisations – both using your Webcam and Facebook – have made this video very popular. However, the connection between the content and the Johnnie Walker branding are a little confusing. This video is hosted on the Johnnie Walker Facebook page and the Johnnie Walker logo appears throughout, but unless you were previously aware of their partnership, it would take a while to understand this video. This campaign has a high viewership due to its personalisation of the video content and does promote awareness of the partnership between Johnnie Walker and McLaren-Mercedes F1, even if it is not completely clear straight away.
Try it out here: https://apps.facebook.com/stepinsidedrive/
Want to find out more? Skeleton Productions specialises in personalised viral video production. Our team is on hand to discuss your idea/ project in more depth.
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