Charles, where did your team got the idea of a Motul Superfan?
Well, I have a history in the Music Industry where the word Fan sometimes isn’t enough to describe what people do for their Music idols. I’ve been creating Superfans and building communities with and around these people for the last 12 years. When I started working at Motul we noticed a huge opportunity to create a new Superfan concept and a community of brand ambassadors.
And why should a brand as Motul invest all this time and effort in Superfans, is having fans who ‘like’ your brand not good enough?
We like to do things the hard way, you can see it as “Grassroots”. Currently we have built a community of around 900 people who want to become the next Superfan. And this group of people is growing at a rate of 50 people per week!
The hardcore Superfan community counts around 50 people from all continents worldwide. They are the connection, you can even call them ‘bridge builders’ between our brand and our ‘regular’ fans. As brand ambassadors they provide the right and effective engagement in our audience. The strength of the concept is the emotional connection between them and Motul.
What is your role in this community?
I’m the ears and eyes of the Superfans. This kind of marketing creates a strong impact and is very powerful. Inside they form a kind of gated community who provide inspiration and relevant feedback about our brand and the events we collaborate in. In the end we build an authentic and meaningful Motul community together with passionate and inspirational Motorsport minded people.
How can someone become a Motul Superfan?
It takes a combination of a few ingredients: a love for Motorsport, a passion for the brand Motul, a good social media understanding and some inspiration when applying to be the chosen one. Your application includes an original video application that shows your passion!
What is the reward if you become a Superfan?
You’ll be granted an exclusive VIP-access to one of our core events around the world: MotoGP, WSBK, Le Mans, … where we take you a full weekend behind the scenes, we setup a meet and greet with one of the riders, technical talks with mechanics and depending on availability we can even arrange a passenger seat in the Pace-car or a fly-over in a helicopter!
Pictures : Frederik Herregods