Due to a global skills shortage, nurturing a pipeline of future talent is vital to the continued success of Jaguar Land Rover. We needed to create a social concept that would set potential apprentice’s pulses racing and Jaguar Land Rover apart from fierce competitors like BAE and Rolls Royce. Enter #jlrracetowin, the very first competition of its kind on Instagram.
Forming part of our 2016 apprentice campaign ‘It all starts here’, we created #jlrracetowin, a virtual race with six legs running over six weeks on Instagram. To enter, apprentices simple added @jlr_apprentice and reposted an image hosted on the account using the hashtag. It was then simply a case of keeping their car in front to win.
A prize for ‘most mileage’ over the course of the full race was also included, helping to heighten engagement and increase participation throughout the week. Leaderboards, reminder posts, informative content and videos also ran.
Bonus cars and additional information ran on Snapchat, ensuring a tied-in user experience across apprentice channels. Prizes for the 19 winners included tickets to the Jaguar Alive Tour – a chance to experience how Jaguar Land Rover’s vehicles are brought to life.
6724 posts using #jlrracetowin were made over the course of the campaign, with 1,104 likes on our images. 363 new followers to the account were generated, with 60% of these going on to apply. Such was the level of activity surrounding the race, our hashtag was temporarily blocked by Instagram (but swiftly reinstated).