Johannesburg, 27 Jan 2014
Congratulations to winners Kevin Mulligan for nabbing the first prize, and Aubrey Mazi in second place, in Toshiba's first ever Tablet Race, which took place in October 2013 in South Africa.
Mulligan and Mazi were two of eight finalists who entered the competition by submitting their own spy videos on Facebook and were voted for by fans on the page. With the help of a Toshiba AT300 tablet, these lucky contenders were given new identities and assigned to complete a series of tasks and challenges while being filmed for the reality-TV-style narrative.
The competition was vastly supported through engagement on Twitter, with clues being revealed in tandem with the action taking place each week.
"We set out to create an engaging campaign that would encourage consumers to build a relationship with the Toshiba brand," says Richard Bosman, Marketing Manager for Toshiba Gulf FZE in South Africa. "We worked with creative agency Lunchbox Productions to create a variety of touch-points that would keep our target audience - specifically urban students - engaged with the brand. The many facets of the competition allowed multiple opportunities for them to build a relationship with Toshiba, and we are thrilled at the levels of audience engagement we received before and after filming commenced."
"I really enjoyed the experience," says first prize winner of R10 000 and a trip for two to Mauritius, Kevin Mulligan. "The general concept was well thought out and the shooting scenes were a lot of fun."
"My highlight of the race would have to be the last mission, especially deactivating the bomb," says Mazi, who walks away with R5 000.
"This year we are planning to engage with our consumers on even greater levels and as Toshiba continues to bring new products to the South African market," adds Bosman.
Weekly episodes of the Web-based series are available on the Toshiba Tablet Race YouTube channel.
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