A few lucky people will have the chance to test drive a Model S P100D or Model X P100D on “some of the greatest driving roads in Europe”.
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Tesla wrote on the competition’s web page:
“Enter The Greatest Drive and be one of the first to test drive a Model S P100D or Model X 100D on some of the greatest driving roads in Europe. This prize includes a suggested driving route plus 3 nights at Destination Charging hotels, to be used during your journey. Sign up for your chance to experience an unforgettable road trip. If you’d like to share the experience with a friend, nominate a co-driver to join you.”
The company is accepting entries until the end of the month, but only from European markets: UK, Germany, Netherlands, Norway, Sweden, Switzerland, France, Austria, Belgium, Finland, Luxembourg, Italy, Denmark, Ireland, Spain, Portugal.
All entrants have to do is answer a skill-based question and explain “what makes a drive great” for them.
The competition follows in Tesla’s trend of using its fans and owners in its promotional campaigns. They say in the terms that they plan to film the experience and use it as promotional content.
As previously mentioned, it’s similar to the “Drive to Believe” campaign to get people to swap their current vehicle for a Tesla for a week, which resulted in a series of promotional videos, and Tesla is also due to soon announce the winners of the “Project Loveday”, its fan-made video commercial competition.
The company still goes against the grain in the auto industry and doesn’t use the content in paid advertising spots, but it still produces significant marketing content to distribute content through their popular social media presence.