Shell Helix wanted to tap into the huge passion people have for their cars, so we developed a campaign targeted to motoring enthusiasts for a chance to win a VIP weekend to the 2014 Formula 1 Shell Belgian Grand Prix, including flights, accommodation, entry to the Scuderia Ferrari garage, trackside seats and a meeting with race legend Kimi Räikkönen. We developed a global platform which allowed people to share their passion for their cars. Users were asked to post a photo or video that shows the passion they have for their car and tag it with #mycar. Each new piece of content will gain another opportunity to win the ‘money can’t buy’ experience. A responsive campaign site was developed to aggregate all the content where visitors can browse through all the entries in the competition and share those they like. Along with a high-energy online film, and bespoke reward videos to outstanding entries featuring Kimi Räikkönen himself. With over 53,000 submissions, over 1.5 million video views, more than 660,000 social interactions, and 270,000 website visits, the campaign achieved 1.25 billion online impressions and reached over 223 million people.