Extended trade area activation, social media interaction and marketing incentives #BringItOn

Fan interaction is key in Dunlop’s support of the MSA British Touring Car Championship and Dunlop is delighted to confirm an extended on-event package that will excite the fans.

With the opening round at Brands Hatch less than two weeks away, what can the fans expect to see in Kent? The driver tyre choice will again be first made available across Dunlop’s social media feeds (/Dunlop.UK and @DunlopLive), offering a useful insight to the thousands of fans, ahead of any other outlet. Whether at the track, or watching at home, this offers spectators the opportunity to discuss strategy, analyse results, and predict the outcome.

Staying with social media, behind-the-scene videos will feature strongly this year, giving more insight than ever before and include content such as driver meets, tyre talks, and team-mate discussions. Ticket competitions on Facebook will also return to the BTCC this year, plus of the course the return of Dunlop’s overtaking award #ForeverForward, which will feature heavily on the official website btcc.net

This year sees extended and improved trade area activation at all events. Here the area will benefit from increased branding and interaction from the Dunlop team, where visitors can pop along and chat to key personnel, and get the chance to grab a cap and lanyard while they’re at it. Dunlop will also be offering exclusive BTCC deals on Dunlop tyres at some rounds of the championship.

New advertising boards in the paddock and around the tracks of the UK’s most popular and competitive race series brings the distinctive Dunlop yellow to the fore, increasing visibility of a brand that will stay as BTCC title sponsor and official tyre supplier into a third decade.

New idents for the popular ITV4 television coverage, will be introduced this year. The short, sharp promo videos at the ad breaks will feature two options this year, one focusing on the wet weather performance of the brand’s new ultra-high performance tyre, the Dunlop Sport Maxx RT2, and one highlighting the dry weather performance of the same tyre. The idents will run depending on the weather conditions of the weekend.

Tony Ward, Dunlop Marketing Manager said: “We at Dunlop appreciate that the BTCC has a tremendous following, attracting thousands of spectators to the events themselves, and thousands more who watch from the comfort of their own home. Our strategy this year, across both on-event and ITV4, plus the increased social media campaign, means we can continue to build on previous years and offer fans the insights and behind-the-scene action that they’ve come to expect.”

Keep up-to-date with all of the Dunlop BTCC news and views at /Dunlop.UK and @DunlopLive