Overview:
The Porsche brand is often associated with design and performance across its entire fleet. Among the brand’s most passionate fans, Porsche is widely recognized for its iconic car colors. Porsche buyers have the option to create virtually any custom color they desire.
Objective:
The brand was seeking ways to leverage the diversity of these car colors in a unique way with contextually relevant content. Our primary objective was to deliver a highly interactive experience for Porsche followers on Twitter. We chose a unique Porsche tournament to launch during March Madness and capitalize on existing conversations taking place in social media.
Goals:
1) Drive at least 100,000 votes from users during the March Madness tournament.
2) During this activation, exceed the brand’s engagement rate benchmark by 0.5% (increasing from 3.4% to 3.9%).
Strategy:
Our strategy was simple: spark excitement and generate high engagement among Twitter followers. To do this, we highlighted the vibrancy and distinctiveness of Porsche car colors (often referred to as ‘paint codes’). This was a specific interest area that Porsche enthusiasts share for the brand.
To coincide with the March Madness college basketball tournament, C-K and Porsche planned and launched a social-first activation as a special tournament of Porsche paint codes by leveraging a native platform feature: Twitter Polls. These head-to-head matchups were aimed at entertaining and interacting with fans’ preferences for colors, without knowing how users would react to determine the winning color.
Implementation:
C-K developed a highly sophisticated community management approach that would break through the social clutter of ongoing March Madness conversations. This included leveraging Twitter Polls as the entry mechanism that would engage and excite Porsche fans. To match the format of the March Madness basketball tournament, the majority of the Porsche paint codes matchups took place early in the tournament. Since Twitter Polls (as a tactic) cannot be scheduled in advance, C-K teams had to plan scheduled shifts to publish new polls every 30-60 minutes for the first four days of the tournament. At the conclusion of each weekend, C-K also developed an updated bracket, reflecting the progression of the tournament (with winners moving on to the next round). Ultimately, C-K developed, published and community managed 71 original content pieces for Tournament of Colors.
We delivered unique content pieces that focused on the vibrancy of Porsche paint codes through a head-to-head bracket style tournament during March Madness.
Goal 1: Drive at least 100,000 votes from users across the tournament.
Results: Porsche fans’ excitement for the Tournament of Colors voting exceeded all expectations. More than 160K total votes were cast during the 4-week activation. There were 4 separate matchups decided by a single percentage point. Additionally, the tweet with the highest number of votes was our #3 vs #7 “Irish Green” vs “Guards Red” matchup, which garnered 3,319 votes. Notably, Twitter voters loved the color blue, having 3 different cars in our “Final Four” that contained blue (Miami Blue, Sapphire Blue and Voodoo Blue). Ultimately, Sapphire Blue was crowned the Porsche paint code champion.
Goal 2: Exceed the brand’s engagement rate benchmark by 0.5% (increasing from 3.4% to 3.9%).
Results: The Engagement Rate for Tournament of Colors content was more than double our goal, growing by 1.1% (from 3.4% to 4.5%). This increase is especially impressive after 71 total tweets were published for this series. The highest performing post was our TOC launch tweet, earning a 14% engagement rate, over 4X higher than the engagement rate benchmark. Porsche enthusiasts engaged in friendly banter as tweet replies about which color was their favorite or deserved to win the matchup.
In addition to the social engagement (and perhaps most surprisingly), the Porsche ‘Tournament of Colors’ Twitter activation gained positive earned media.
