Pirelli Hot Laps: Lead Generation Campaign
// THE_CHALLENGE
The brand had secured a highly exclusive inventory of 'Hot Laps'—a VIP, adrenaline-fuelled experience offering guests a high-speed passenger lap in a supercar driven by a professional F1 driver. While typically reserved as an offline perk for special guests, the challenge was how to transform this limited experiential asset into a scalable, long-term commercial opportunity that could actively fuel future ticketing and hospitality sales.
// STRATEGY & EXECUTION
On my own initiative, I conceptualised and developed a proactive lead generation campaign, positioning this exclusive VIP experience as the ultimate data-capture incentive.
I designed and deployed targeted digital advertising across Facebook and LinkedIn to attract high-intent, premium users. Crucially, I engineered the backend architecture by integrating the campaign’s landing page and data collection directly via Salesforce forms. This seamless CRM integration ensured that every registrant was instantly captured and categorised within our sales pipeline without any manual data entry. The campaign was a resounding commercial success, generating an extraordinary 40,000+ direct contacts. This vast influx of first-party data significantly enriched our database, providing a highly qualified audience segment for subsequent mass email marketing and premium ticket sales campaigns.