RAC appoints Coup Media to social brief for this summer’s #RACRoadTrip campaign

Following a successful collaboration last summer, the RAC has appointed Coup Media to manage social media activity around this year’s #RACRoadtrip competition.

The competition app interacts with Facebook to create user accounts.

The competition is looking to build on the 1,500+ user generated images from last year which fed into the RAC’s wider advertising activity, including being featured in the brand’s TV advertising. Last year’s campaign also generated a total of 10.4 million impressions on Facebook alone.

The competition app allows users to upload and share images via Facebook, Twitter and Instagram, using the #RACRoadTrip hastag. Tracking each like and share from the users images, Coup Media will be able to track level of activity to help select winners. Users can also upload additional images and each image uploaded will also be added to their account, allowing RAC to view the most active users.

Paul Shepherd, founder of Coup Media, said: “It's great to work with the RAC team again and hopefully testament to the success of last summer's campaign which touched on every channel from online to broadcast. Summer and road trips go hand in hand and by placing RAC at the centre of that theme we hope to reinforce that they're there for the good times as well as in times of need.”

Based in London and Newport, Coup Media has worked with clients including Lloyds Banking Group, Amnesty International, National Trust, and WWF.

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