Nescafé turns to Lewis Hamilton for F1 promotion

‘Catch Lewis if you can’, hosted at www.catchlewis.com and created by Proximity, rolls out this week and will run until September. Targeting 18- to 25-year-olds, it challenges players to jump across a number of social media sites to track down and answer questions about the brand, Formula One and Hamilton’s McLaren team. To seek out the questions, players have to visit sites such as Facebook, YouTube, Habbo Hotel and Google Earth.

The player with the most correct questions in the shortest time will win the chance to meet Hamilton in Singapore.

The campaign will be backed up by outdoor and in-store work, as well as search engine marketing, banner ads and online word of mouth.

The Singapore Grand Prix, a night race, will take place on 28 September.