In September 2019, Ducati Corse factory rider, Andrea Dovizioso made his way to India for the first time.  

Dovizioso’s touchdown in India was a key turning point in Ducati India's push for motorsports in India. For the first time in India, fans had the opportunity to meet and greet one of the world’s most decorated motorsport personalities. No other brand in history had done this before.

If this was not all, Ducati India drilled down on the agenda and also organized separate track days and training sessions for enthusiasts from all over the country. The promotions for Shell Ducati Riders’ Day revolved around the theme of “This is as real as it gets.”

We started buzz creation activities for Shell Ducati Riders’ Day with our first announcement post on the 6th of September, 2019.

A total of 17 content pieces were posted throughout the month to create awareness about the event and encourage Ducatisti to participate. 

Our buzz creation activities were incredibly successful as we reached a total of 762.03K people across all social media platforms. Our total engagements for the event stood at 73.56K giving us an outstanding average engagement rate of 9.65%. 

The content pieces included - 

• Announcement post

• Static teasers inviting Ducatisti to sign up for the Track day sessions & the DRE Road Academy

• Video teasers giving the audience a taste of what's in store for them

• Social media contest to drum up user interest and engagement

• #DoYouKnowDovi? Instagram story engagement activity  

• Countdown posts

• Influencer message from Bollywood actor, Amit Sadh

• Stay tuned video message from Andrea Dovizioso

 
.Here are a few samples - 

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The excitement of riding the asphalt unrestrained, is an unsurpassable experience for a Ducatista. Make that dream come true at the #ShellDucatiRidersDay where you will get a chance to gallop through the slick tarmac.

The dream doesn't end here! Also get a chance to welcome Ducati's very own Andrea Dovizioso, as he arrives in India for the very first time.

Powered by Shell

#Ride #TrackDay #Adrenaline #BackOnTheTrack

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Twist the throttle, and tuck in! Shell Ducati Riders' Day is almost here for you to ride on the racetrack and unleash the full potential of your Ducati as we take over the Buddh International Circuit.

Powered by Shell​​​​​​​

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Perfect your riding skills and learn the most effective techniques from the most experienced professionals. The Ducati Road Academy course is designed for motorcyclists who want to gain greater confidence in their riding and want to upgrade their skills.

Join us on the 29th September, 2019 for the most enlightening riding course of all time.

Powered by Shell

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Master the intricacies of riding safely and become a better rider with the Ducati Road Academy course at Shell Ducati Riders' Day on the 29th of September, 2019.

Contact your nearest Ducati dealership to book your spot now!

Powered by Shell

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Track simmering thrills incoming! 3 days to go.

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Hardcore Ducatista @theamitsadh with a few words for Ducati India fans before we hit the track on the 29th of September.

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Rev up your engines, Ducatisti! It is time.

Andrea Dovizioso is coming to India to meet you and we couldn't be more excited.

Post copy: A glorious day to ride. Don't you think so? Welcome to the Shell Ducati Riders' Day Ducatisti.

Powered by - Shell India

#DucatiIndia #WeLoveMonster #RoadAcademy #DRE #SundayMotivation

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Easing into the chicane on turn 1. Stay tuned for a ringside view of the #ShellDucatiRidersDay

Powered by - @shell

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What an honour! It is with great pleasure we announce the arrival of Ducati #MotoGP team pilot @andreadovizioso at the #ShellDucatiRidersDay.
#ForzaDucati🏁🏆 

Powered by - @shell

#Ducati #ShellAdvance #TrackDay

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We are proud to announce the Ducati India National Championship Team in the presence of the legend himself, @andreadovizioso.

Introducing @rajinikrishnan @diliplalwani, and @neharika.yadav who will be spearheading Ducati India’s push for national dominance in 2019.

Powered by @shell

#ForzaDucati #DucatiIndia #Motorsport #Race

The week following the event saw us summarizing the event into easily digestible tidbits. We revisited all aspects of the event one by one in our 6 post-launch posts.

The 6 posts had a cumulative reach of 294.1K across all 3 channels. The total engagement on these 6 posts amounted to 28.65K. 

Apart from these posts, 3 videos summarizing the event were also posted.

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The sound of Ducati engines reverberated throughout the @buddh.international.circuit as Ducatisti took to the racetrack. The Track session at the #ShellDucatiRidersDay involved blistering speeds and scorching lap records as Ducatisti glided past the slick tarmac turns.

Here’s a recap.

Powered by @Shell​​​​​​​

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Riding through the urban landscape and doing it with precision.

The #ShellDucatiRidersDay Road Academy helped participants understand the intricacies of weaving through the urban gridlock and doing it safely.

The participants trained under the guidance of expert Ducati instructor @anand_dharma who helped riders take total control of their bikes.

Powered by: @Shell

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The long-standing partnership between Shell and Ducati has generated synergies which have led to numerous technological breakthroughs and have shaped the future of Motorsports.

This symbiotic relationship shown at the #ShellDucatiRidersDay where Shell & Ducati came together to give Ducatisti the ultimate track experience.

Relive the extravaganza again.

#TrackDay #BackOnTheTrack #ForzaDucati #Superbike #PanigaleV4 #Dovi #Racetrack

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A look back at the electrifying day at the racetrack with @AndreaDovizioso & @paolociabatti. Special thanks to @shell and the loyal Ducatisti who helped us make #ShellDucatiRidersDay a huge success.