Tune Insurance has kicked off The Tunetastic Race, as part of its effort to rebrand its travel protection product AirAsia Insure to Tune Insure, AirAsia Travel Protection, while rewarding fans in the process.
The Tunetastic Race is a virtual race across a few social media platform like Facebook, Twitter and Instagram, where fans tweet their favourite teams to win. Every tweet equals mileage.
On 4 March, chief executive officer (CEO) of Tune Ins Holdings Peter Miller, CEO of AirAsia Aireen Omar and CEO of Tune Hotels Mark Lancaster, joined in the race with three cars, represented by hashtags of their team names.
"The whole campaign is about education and branding awareness. Since it's trendy, we want to get people talking about the brand. This is also the chance for participants to interact with the CEOs," Mawarni Adam McCalman, head of marketing, Tune Insurance, told A+M.
Tune Insurance aims for 50,000 tweets by the end of the campaign and since its launch, it has 10,000 tweets.
The first phase of the campaign signifies the race to success, in conjunction with the F1 Malaysian Grand Prix.
The phase runs from 2 till 23 March, supported by on-ground activities led by the Tune Troopers, a trio of cars which will convoy from pit stops to pit stops in high traffic areas around Klang Valley and Kuala Lumpur, to interact with fans.
The campaign is publicised via radio ads on Hitz.fm and the launch of the Tunetastic Race Facebook app.
The top six tweeters will be sent to Go-Kart Sepang Circuit to compete and win the grand prize.
The second phase signifies the race back to the home base, by tweeting and getting the three cars back home in Kuala Lumpur. It starts on 26 March until 14 April.
The campaign is sponsored by AirAsia, Caterham F1 and Tune Hotels.
For this campaign, Loki Media develops the Facebook app, Jiggee Event Management executes the on-ground activities and creative is done in-house.