American Marketer


Ferrari encourages fans to enter T-shirt design contest to win brand related prizes

July 31, 2014

Scudreia Ferrari by Oakley sunglasses Scudreia Ferrari by Oakley sunglasses


Italian automaker Ferrari is asking fans to design the next T-shirt collection for the brand.

The Draw Your Passion contest is asking fans to create, upload and vote upon other entries for a chance to win Ferrari-related prizes. By asking fans to participate by drawing something that encapsulates the passion, emotion, speed, technology and heritage behind the brand, Ferrari is shining a positive light on itself while engaging the attention of fans.

Highlighting design
The contest asks for consumers to upload up to three images that may include the official logos and graphics of Ferrari. These images can be downloaded in the digital kit located in the rules for the contest.

The artists who enter can sign up, create and upload and then are encouraged to share their work on social media. Upon registration, entrants are encouraged to sign up through Facebook to make the sharing process easier.

Ferrari How it Works

Explanation page

Individuals who do not want to create a logo are still able to browse the gallery and vote on their favorite logos. Everyone who signs up, whether to enter or just to vote, is eligible to win prizes.

The most voted upon artwork wins the People’s Favorite award and four winners will be selected by a jury.

First place will win a trip for two to Abu Dhabi that includes flights, four nights in the city, VIP tickets to the Ferrari World Abu Dhabi and transportation to and from the airport. Second place will receive a set of three Ferrari suitcases, third place is a Scuderia Ferrari watch and fourth will receive Scuderia Ferrari by Oakley sunglasses.

Ferrari contestants

Participant entries

The People’s Favorite award will also win a Scuderia Ferrari watch and among the voters, three winners will be chosen to win Scuderia Ferrari by Oakley sunglasses.

Entries will be accepted until Aug. 8 and the voting period will last a month. Winners will be released in September.

Ferrari has sparked consumer participation before with contests encouraging fans to enter for a chance to win a prize.

For instance, the Italian automaker tapped into the growing excitement surrounding its 2014 racing season with a contest that asked fans to post videos of speedy actions (see story).