Title	#N24H - LIVESTREAM OF NÜRBURGRING RACE
Brand	VODAFONE
Product/Service	NETWORK
Category	A02. Non-Fiction: series or film
Entrant Company	MEC Düsseldorf, GERMANY
Media Agency	MEC Düsseldorf, GERMANY

Name	Company	Position
Franziska Duechting	Vodafone	Marketing Manager
Marc Nierhoff	Vodafone	Marketing Manager
Jan König	Mec Gmbh	Director

The Campaign

The Vodafone network is invisible. You can't touch it. You can't photograph it. Therefore you have to experience it. Always connected to the brand campaign, which claim was Network, when you need it. (Netz, wenn es drauf ankommt.) and the owned digital culture magazine featured.de, which acts as base for Vodafone's content marketing activities. Vodafone created 26 hours of live content from the racing track. They built three mobile base stations for perfect 4G coverage for the livestream and the fans. They equipped four cars with five SIM cards to get never-seen before coverage out of the cockpit. Special racing suits monitored the drivers pulse and stress levels and transferred it to the stream signal. A drone equipped with eight sim cards provided air-views from the track - all night long. All the content was presented on a YouTube livestream. Accessible via desktop PCs, smartphones and tablets - in Full HD quality and in English & German. As a world premiere, we also streamed the signal to HbbTV, where users could enjoy the race via their connected TV's red button. Instead of fighting against the Sport1 broadcast, Vodafone teamed up with the sports channel and gave access to their content (incl. branding). Shortly before going off-air, Sport1 referenced to the Vodafone livestream, transferring users to YouTube livestream. By covering all conversations on Twitter, Facebook and YouTube plus broadcast branding, Vodafone was clearly visible as enabler. Through the hashtag #n24h users were able to send messages to the broadcast team. Racing enthusiastic influencers were send to the track and were integrated into the livestream, which increased the reach plus generated additional content. Very well-known Joyce Ilg visited the campsite, Dner sat in a drifting car at an event and more. The amplification ensured the awareness for the branded experience.

More than 1,9m users were attracted by the YouTube livestream. They enjoyed over 33m minutes of the branded experience. And they engaged: More than 92k comments and likes were tracked. 23k users watched the race on their TV via HbbTV with an avg. dwell time of 13min. Sport1 reached out to 3,7m via TV and 3m by digital integrations. The buzz volume of the race tripled vs. 2014. Looking into Social Media, the 24h race was a blast for Vodafone. Twitter reached out to 45m users and with interaction rates up to 13,6%, Twitter Germany awarded #n24h as most successful campaign ever. On Facebook, 10m users were reached and 90% of all posts were on-topic, which is highly satisfying vs. the benchmark of 15%. The sentiment analysis shows, that the campaign was 92% positive, 3% neutral and only 5% negative. In a world of TelCo, where users are displaying their anger literally everywhere, these are amazing numbers. For more than 80 years the Nuerburgring is the benchmark for automotive development. In 2015 it also successfully became the benchmark for Vodafone in matter of network coverage and and impressive example for content marketing.

The 24h Race is one of the biggest motorsport events in the world. But the fans were not able to enjoy their race due to just 4 hrs of live airing time. In 2015 Vodafone changed that status, creating an unique experience for all enthusiasts. With stress level data, eight additional cameras (on-board, drones, out of the box...) and the very well known Motorsport experts Jan Stecker and Matthias Malmedie the live broadcast set a new level. All enabled by Vodafone's LTE technology.