Continental Black Chili Experience

Challenge

Continental Tyres wanted to reach new audiences in the UK and explain the unique qualities of its Black Chili performance tyre technology by leveraging its involvement in the Black Chili Driving Experience – a global VIP event in which guests experience the brand’s tyres on sportscars and hot-hatches on a glamorous road trip in southern France.

Challenge

Continental Tyres wanted to reach new audiences in the UK and explain the unique qualities of its Black Chili performance tyre technology by leveraging its involvement in the Black Chili Driving Experience – a global VIP event in which guests experience the brand’s tyres on sportscars and hot-hatches on a glamorous road trip in southern France.

Idea

After taking journalists and bloggers on previous Black Chili Driving Experiences, Continental Tyres wanted to think differently for 2019. That’s why we put our performance car-focused, road-trip-loving Autocar audience at the heart of our content, with a competition to take 24 of them out to the event. It was designed to be the next best thing to being at the wheel yourself.

Using a live blog format (filled with facts about the cars, the route and the tyres) and presenter-led daily video updates (which were edited on-location and posted the following morning), we created an engaging “could be me” narrative, with Continental Tyre’s Black Chili product messages enhanced by the validity of real people peer-to-peer recommendation.

Idea

After taking journalists and bloggers on previous Black Chili Driving Experiences, Continental Tyres wanted to think differently for 2019. That’s why we put our performance car-focused, road-trip-loving Autocar audience at the heart of our content, with a competition to take 24 of them out to the event. It was designed to be the next best thing to being at the wheel yourself.

Using a live blog format (filled with facts about the cars, the route and the tyres) and presenter-led daily video updates (which were edited on-location and posted the following morning), we created an engaging “could be me” narrative, with Continental Tyre’s Black Chili product messages enhanced by the validity of real people peer-to-peer recommendation.

BEST BITS OF THE Continental Black Chili Driving Experience

We took 24 Autocar readers to some of the best roads in southern France, and gave them the keys to 12 hugely desirable cars – all shod with Continental’s Black Chili high-performance tyres. Their quest: to learn about Continental’s advanced tyre technology and the unique Black Chili compound. Here’s how they got on.

Day 3: 2019 Continental Black Chili Driving Experience

In the last of our three behind-the-scenes videos, we find out why the Audi RS3 is a perfect match for Continental’s ContiSport Contact™ 5P, and why the Porsche Boxster – with its ultra-high-performance SportContact™ 6 tyres – is the perfect car in which to end our three-day trip

Day 2: 2019 Continental Black Chili Driving Experience

In the second of our three behind-the-scenes videos, we get under the skin of the all-electric Jaguar I-PACE and the mighty Ford Mustang GT, examining the very different challenges that their Continental tyres are designed to conquer.

Day 1: 2019 Continental Black Chili Driving Experience

In the first of our three behind-the-scenes videos, we take an inside look at the stunning Mercedes-Benz C43 AMG and BMW M240i, as well as their ContiSport Contact 5 tyres. We also tackle the iconic Route Napoleon and the astonishing Gorges du Verdon – a cliffside road that hangs 700m over the valley below.

Qualifying: 2019 Continental Black Chili Driving Experience

In May, Continental Tyres invited 48 Autocar readers to Mercedes-Benz World at Brooklands. The aim: to see if they have what it takes for the ultimate road trip – a three-day tour around the best roads in southern France in 12 performance cars, putting Continental’s high-performance Black Chili tyres to the test.

The secret formula of Continental’s Black Chili tyres

Welcome to the start of our 2019 Continental Black Chili Driving Experience. Over the next few weeks, we’ll be following 12 teams of Autocar readers on the ultimate road trip in the south of France. But what is a Black Chili tyre? We met Continental Tyres Marketing Communications Manager Peter Robb to find out more.

highlights of the 2019 Continental Black chili driving experience

We took 24 Autocar readers to some of the best roads in southern France, and gave them the keys to 12 hugely desirable cars – all shod with Continental’s Black Chili high-performance tyres. Their quest: to learn about Continental’s advanced tyre technology and the unique Black Chili compound. Here’s how they got on.

Day 3: 2019 Continental Black Chili Driving Experience

In the last of our three behind-the-scenes videos, we find out why the Audi RS3 is a perfect match for Continental’s ContiSport Contact™ 5P, and why the Porsche Boxster – with its ultra-high-performance SportContact™ 6 tyres – is the perfect car in which to end our three-day trip.

Day 2: 2019 Continental Black Chili Driving Experience

In the second of our three behind-the-scenes videos, we get under the skin of the all-electric Jaguar I-PACE and the mighty Ford Mustang GT, examining the very different challenges that their Continental tyres are designed to conquer.

Day 1: 2019 Continental Black Chili Driving Experience

In the first of our three behind-the-scenes videos, we take an inside look at the stunning Mercedes-Benz C43 AMG and BMW M240i, as well as their ContiSport Contact 5 tyres. We also tackle the iconic Route Napoleon and the astonishing Gorges du Verdon – a cliffside road that hangs 700m over the valley below.

QUALIFYING: 2019 CONTINENTAL BLACK CHILI DRIVING EXPERIENCe

In May, Continental Tyres invited 48 Autocar readers to Mercedes-Benz World at Brooklands. The aim: to see if they have what it takes for the ultimate road trip – a three-day tour around the best roads in southern France in 12 performance cars, putting Continental’s high-performance Black Chili tyres to the test.

The secret formula of Continental’s Black Chili tyres

Welcome to the start of our 2019 Continental Black Chili Driving Experience. Over the next few weeks, we’ll be following 12 teams of Autocar readers on the ultimate road trip in the south of France. But what is a Black Chili tyre? We met Continental Tyres Marketing Communications Manager Peter Robb to find out more.

Results

During the campaign we delivered 90,000 video views on YouTube (with an average retention of between 60%-73%, proving that our content was a good match for engaging our audience) as well as 32,500 social impressions and 8,800 views of our live blog.

In addition, we created a wealth of assets for Continental Tyres to use in its own channels, further enhancing the value of our partnership.

Results

During the campaign we delivered 90,000 video views on YouTube (with an average retention of between 60%-73%, proving that our content was a good match for engaging our audience) as well as 32,500 social impressions and 8,800 views of our live blog. In addition, we created a wealth of assets for Continental Tyres to use in its own channels, further enhancing the value of our partnership.

Output

6x long-form videos
3x short-form cutdowns
1x live blog
2x print advertorial
2x promoted native stories
9x rich-media ads
5x Instagram Stories
4x newsletter posts

Output

6x long-form videos
3x short-form cutdowns
1x live blog
2x print advertorial
2x promoted native stories
9x rich-media ads
5x Instagram Stories
4x newsletter posts