AsiaOne Adventure Race
Our very first sponsored inaugural round-the-island “car chase”

With the AsiaOne Adventure race being our very first inaugural sponsored “car chase”, we had hoped to generate loads of excitement as car races usually do. Indeed, it may have been just round the small isle of Singapore, but there really was no lack of action from the 8 teams of AsiaOne contestants who got to maneuver MINIs while pitting their wits and speed against each other in various pit stop challenges to win prizes worth up to $8,000!

PRE PUBLICITY
Prior to the race, our search for contestants kicked off with pre-publicity plans that included platforms such as print on The Straits Times, as well as various online ad options on The AsiaOne Network. By the end of 2 weeks, the transitional ad performed exceptionally well, with over 0.59% click through rate. Overall, 90 teams consisting of 360 participants had registered by then, all vying to be one of the final 8 teams, eager to snag the opportunity to drive the MINIs around town.

EVENT PUBLICITY
Besides logo and brand exposure on event site collaterals, sponsors who came on board were also given onsite brand exposure through deciding the pit stop challenges and locations as part of the sponsorship value. A great example was Bee Cheng Hiang, whose challenge was to get the contestants to barbecue and sell their bak-kwas at one of their flagship stores at Toa Payoh HDB Hub.

POST PUBLICITY
While driving the call for entries for the race, we also further extended the level of awareness and exposure to other AsiaOne and STOMP readers as well. Another “Spot the MINI” contest was also ran on STOMP after the race, encouraging readers to submit snapshots of the MINIs in race action with exciting prizes up for grabs.

Through The Straits Times RazorTV, our innovative free-access Web TV service, 3 weekly episodes were also rolled out in subsequent weeks to provide the online video audience with an exciting recap of the detailed coverage captured during the race.

The strong support from our various sponsors and partners MINI, Paulaner Brauhaus, Shell, 3M, Pere Ocean and Bee Cheng Hiang, as well as dedicated commitment from our events company SPH MediaBoxOffice made the race event a success, with positive feedback from our participants, citing their enthusiasm to join in should the opportunity arise again.