Titled Moving Sam’s Way, the Europcar campaign has partnered with YouTubers to create a connection with its social media audiences.

European vehicle rental service provider, Europcar, has launched an international social media competition to support its new consumer-focused brand positioning. Titled Moving Sam’s Way, the contest is accessible via a dedicated microsite, Facebook, YouTube, and Instagram.

Travel enthusiasts will be able to follow Finnish Instagrammers, Samuel and Daniel Taipale, through a vlog saga to stand to win up to €15,000 and other prizes. The group is set to release a video episode each week featuring an encounter with a local YouTuber in a new destination.

Participants can enroll by logging into the contest website to guess the following episode’s destination. To help them along, each episode contains a clue about the next featured location. The grand prize winner will be unveiled on 9 September 2016, when the series’ final episode is released.

Designed by Jin, the campaign is supported by a Facebook and YouTube ad plan as well as point of sale video displays. To promote its fleet, Europcar will offer additional prizes including free car rentals. Contestants need to guess the make of the car to feature in future episodes.

“Social media users expect to be entertained by the people they love. For this campaign, we worked with YouTubers and Instagrammers worldwide to follow an experience everyone can enjoy. Our goal is to connect with the 25 to 35-year-olds, who are fond of travel video content,” said Xavier Corouge, Group Digital Director at Europcar.

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