F1 is an exciting sport for many people, but for others it can be very tiring and boring to get up early on a Sunday to watch 52 laps of the same circuit.
"Formula Rock", a bit of rock&roll to make all those people less fond of F1 fall in love. To do this, we recorded the circuits of the 2017 world championship with the help of a guitarist with a very particular style and challenged Kimi Räikkönen and Sebastian Vettel to guess them. We took the activation to social networks, inviting followers to guess the circuit through the chords of our guitarist.
Santander's most successful digital social media activation with over 21 million total reach, an average engagement rate of over 83% and worldwide viralization.