Page 5: Below-the-line promotion
Below-the-line promotion is a narrower, more targeted approach to communicating with consumers. These methods allow for more control and can be tailored to create deeper engagement with target audiences through specific initiatives. Examples of below-the-line promotion include:
- Public Relations
- Social Media (Facebook and YouTube).
Infiniti uses a range of below-the-line techniques to support its sponsorship of Red Bull Racing. This activity is underpinned by three-time F1 World Champion Sebastian Vettel’s work as Infiniti’s brand ambassador. Sebastian Vettel goes beyond just endorsing Infiniti products; he is the global ambassador for the brand. His own personal car is an Infiniti FX50. Last year he used his experience and passion for cars, working with Infiniti to design the Infiniti FX Vettel Edition which was unveiled at Frankfurt Motor Show.
Public Relations is defined as:
‘A strategic communication process to build mutually beneficial relationships between an organisation and its public.’
The other key component of this is ‘media relations’, which is a strategic communication process enabling a brand to earn branded editorial (non paid for) coverage by creating stories which are genuinely newsworthy. This has been a key focus for Infiniti in Formula One to date. Sebastian Vettel works closely with Infiniti to support public and media relations activities coinciding with each Grand Prix. These activities include:
- Press conferences, media events and company visits. This included a journalist hosting programme throughout the year at Grand Prix events, and a Sebastian Vettel Media Driving Day in China.
- Competitions. Infiniti ran a test-drive campaign giving consumers the chance to win a ‘money-can’t-buy experience’ with Infiniti and Red Bull Racing. It also ran incentives for salesmen and dealers to win Grand Prix tickets.
- Viral marketing. Social media has played an integral part in Infiniti’s promotional activity. Infiniti’s ‘Inspired Performers’ video clips created a huge amount of global exposure as Sebastian Vettel and Mark Webber swap skills with other like-minded, inspired performers. These were all leaders in their respective fields, including martial arts expert Celina Jade, music star Melanie Fiona and Red Bull Air Force Manager Jon DeVore. They then swapped roles so the F1 drivers could teach them performance driving skills. This series generated thousands of hits on YouTube and other online channels, plus delivered editorial media coverage on TV, in newspapers and magazines across the world.