If you love travel and the sound of a road trip across Srinagar and Leh excites you , you wouldn’t want to miss this.
One of India’s leading tyre manufacturers, CEAT, the flagship company of RPG Enterprises, has launched an exciting campaign for travel enthusiasts called ‘Monastery Escape’. The Monastery Escape from Mahindra Adventure sponsored by CEAT will take the two chosen winners through the mystique lands of Leh and Kashmir, starting from the valleys of Srinagar to Leh crossing the high mountain pass of Zojila.
The two will spend few days in Leh while also experiencing Pangong Tso and Nubra valley. They then get to live the camping adventures at Sarchu before continuing their journey to Jispa. After crossing over to Solang Valley and Rohtang Pass, the winners reach Manali. The final leg of their Monastery Escape journey will end in Delhi.
Keen travel junkies can send in their entries at the dedicated campaign microsite. Register by entering their name and contact details. Describe what they would do if chosen for the CEAT Monastery Escape in not more than 100 words, and upload images or YouTube videos of their previous expeditions.
The entries will be open for public voting, following which top 10 Eentries will be selected based on maximum votes and will advance to be reviewed by a special set of Jury. The final two will be selected by CEAT.
Social media has been integrated into the campaign, such that it almost becomes a social road trip, where the winners will be posting their live experiences. Apart from enjoying a road trip across the scenic locations, the winners are also expected to share their experiences of the journey on their social media properties, while on the go and also post the event.
Ceat’s Twitter page is engrossed in spreading the word. Influential travel bloggers like Shivya Nath have been roped in too, for spreading it further.
— CEAT TYRES (@CEAT_TYRESINDIA) July 30, 2014
— Shivya Nath (@shivya) July 30, 2014
Building the right community
#CEATRoadTrip is a simple yet goal-oriented campaign with multiple benefits for both parties involved, more so for CEAT. While the tyre brand can actually demonstrate how well its tyres stand against the challenging terrains of the trip across Srinagar and Leh, aspiring travel junkies stand the chance to win a dream road trip.
The campaign also ensures that the brand’s social media properties grow bigger by way of mandatory Facebook ‘like’ and Twitter followership for all participants. This way it also helps grow a relevant community of travel enthusiasts. Besides, the road trip being shared in real time through the winner’s social networks, takes care of brand storytelling through its ‘real’ fans. A better option to telling your own story is to have your consumers share their stories.
CEAT has also partnered with youth brand MTV for the second edition of ‘CEAT MTV Chase the monsoon’, a social biking road trip, where 4 teams will experience 24 days of rain filled adventure across 4500kms of India’s toughest roads from the driest to the wettest parts of India. Teams earn points for the amount of interactions received on every piece of content generated by them on their social networks.
Going digital is the way ahead and fan-generated content is likely to connect better on social media.