In 2018, global tyre manufacturer Dunlop celebrated its 130th year of operation. In addition to its brand heritage, Dunlop also celebrated an ongoing, 15-year partnership with the British Touring Car Championship. Therefore, to further the brand’s global reach on social media and to promote its outstanding motorsport pedigree; Dunlop Tyres UK held a four-way tender process for event support; won by thriving social media agency Momentum Social.
BTCC VIDEO PRODUCTION
Following the win, Momentum visited the Motorbase performance factory to collect behind-the-scenes content; giving fans exclusive pre-season access to a title-contending team. In addition, the Momentum team provided event support, video production and live streaming of car unveilings at the Donington Park season launch; reaching 200,000 people on the day at 5x the industry engagement rate.
I fell in love with the British Touring Car Championship as a kid. Now I’m in the paddock, representing the headline sponsor under the Momentum Social banner; it’s a dream come true and a flagship client for our brand.
– Alex Wood, Co-founder Momentum Social
CHAMPIONSHIP CONTENT CREATION
Dunlop has a proud performance heritage spanning two centuries, providing rubber to almost every motorsport championship across the globe. In addition, the brand provides ultra-high-performance tyres for consumer cars, bikes and trucks. So, in order to ensure its social media performs at equally-high level, Momentum employed a turnkey event support and social media strategy; including day-to-day content creation and media production at major events such as the BTCC and Isle of Man TT.
To demonstrate Dunlop’s long-standing partnerships within motorsport, the Momentum team delved deep into the paddock. In order to create personalised hero content with Dunlop riders, drivers and tyre technicians. In addition, we gave fans never-before-seen access into the high-octane world of Dunlop Tyres.
Dunlop is a huge step forward for the Momentum team; to be recognised by a premium global brand for providing social media support is testament to our great work so far.
– Jake Cawthorne, Co-founder Momentum Social
SOCIAL MEDIA STRATEGY
As a brand in contention with the world’s top tyre suppliers, Dunlop required a social strategy that competed with the best. So, Momentum Social provided creative support on brand campaigns and new tyre launches.