Diesel PAL’NORTE


Challenge:
Diesel watches was the main sponsor for the music festival PAL’NORTE (http://palnorte.com.mx/) in 2014. In order to increase brand engagement the brand was looking for an innovative contest strategy.

Strategy:
With the use of social media outlets like Twitter and Vine, M4 developed a social media campaign and rally/challenge with the hashtag #DieselPalNorte using the Diesel concept of Diesel Timeframes. The participant only had 48 hours (timed by Diesel watch) to complete the rally.

Execution:
M4 was in charge of the entire strategy, which included developing and brainstorming, monitoring the campaign, tracking results, contacting Mexico’s social media top influencers, developing micro-website and announcing the winners. The Pal’Norte social media, radio stations and top influencers with significant amount of followers contributed with the call-to-action, motivating audience to participate in this challenge. Top influencers include Vine and Twitter stars such as: Juca Viapri, Chumel Torres, El Juanjo Herrera, Callo de Hacha.

Results:
In only 5 days we had: 1,112 posts in social media, 390 participants with a total reach of 3,794,499 – Impressions: 13,212,215