The 2020 Supercars Championship season faced many challenges due to the coronavirus global pandemic.
The biggest race of the year, the Supercheap Auto Bathurst 1000, is an event admired by many, and attended by hundred thousands each and every year.
Due to COVID-19, the challenge of fans attending the Great Race proved impossible for many.
Historically Castrol had given back to the fans, putting the 2019 Castrol Racing car in the middle of the passionate fanatics at the top of the Mountain and endeavoured to keep the spirit alive.
This concept by BAM Media in partnership with Castrol and Kelly Racing, launched the engaging and interactive campaign of “Ride with Castrol”.
This campaign was simple for any fan to participate in, while keeping the brand (Castrol) part of the community – the fans who were going to miss out attending the Bathurst 1000.
All fans had to do to enter was publish a selfie post with the hashtag #RideWithCastrol.
Thousands of entries were submitted over the course of four weeks, the public social media posts captured by software and the selfies added to the #15 Castrol Racing Ford Mustang livery for the October tradition.
The fan activation generated local, state and national attention as well as broadcast and social media.