Overview:
Rennsport Reunion is the world’s largest event for the Porsche passionate, attracting tens of thousands of individuals to the destination reunion. The event began in 2001 and is held every three to five years, with each Rennsport Reunion more unique than the last. For the first time in five years, the Porsche community would descend upon Monterey, California, at the Laguna Seca track to celebrate the biggest Rennsport Reunion the brand had ever seen. Rennsport Reunion 7 (RR7) would be a living time capsule to celebrate 75 years of Porsche, so C-K had to think bigger than Porsche ever had before.
Objective:
There had never been a more unique opportunity than Porsche Rennsport Reunion 7 to deepen
brand sentiment and expand brand affinity to a new demographic of Porsche dreamers. So, C-K set out to do just that by establishing Rennsport Reunion 7 as an unmissable American cultural happening.
Goals:
Strategy:
Our strategy was rooted in capturing the magic of Rennsport Reunion 7. Using our owned @porscheusa Instagram channel, we set out to build intimacy with current fans and attract new ones. To do that, we positioned @porscheusa as the go-to source for immediate, real-time event information and highlights. For those that couldn’t attend, we sought to create a sense of FOMO.
To focus our efforts and reach our goals, we created three onsite content plan buckets:
We leveraged paid media and ethnographic research to amplify key content that would reach the two audiences Porsche wanted to grow most: Youth (males and females aged 25-34 with a $200K+ household income) and Women (females 35-54 with a $200k+ household income).
Execution:
With an event and ambitions this big, having a tight plan and coordinated team was crucial. Over the course of four months, C-K created a sophisticated content plan and production schedule to ensure we could capture every highlight, including the world premiere of the Porsche 911 GT3 R Rennsport, demo laps by the hybrid prototype Porsche 963, a packed race program that ranged from modern and historic racing cars to tractors (yes, Porsche had tractors), autograph sessions with Porsche legends, music concerts, and giant Transformers (Porsche was a featured Autobot in the latest movie).
With goals to produce more high-quality, real-time content than Porsche ever had before – and in four days nonetheless – planning was crucial to our success. C-K split the onsite team into pods so we could maximize our time and capture the various events happening simultaneously. In addition to product and content planning, C-K managed the photography, videography, editing, brand approvals, brand partner approvals, posting and community management, all onsite. This meant we had to stay organized, so we created a situation room from scratch right on the track. As our home base, it included an editing bay, external drives, internet hookups and monitors that supported our ambitious goals.
C-K came to RR7 prepared for anything. But more importantly, we planned for things that could not have been planned. With the largest Porsche event in history, 91,000 fans, dozens of brand partners and various celebrities in attendance, there were bound to be challenges. But there was also one very exiting variable: the unknown, like Dwyane Wade deciding he wanted to participate in the iconic Porsche tractor race. Those real-time opportunities allowed us to do exactly what we set out to do: capture the thrills of Rennsport Reunion 7. We stuck to our content plan, but we also left plenty of room for what the Porsche passionate love most: the magic.
Rennsport Reunion 7 was more than just a car event. The golden age of motorsports was revisited when a classic 356 raced a prototype 962. The future was revealed with new car debuts. There were exclusive live music performances, esports events, and meet-and-greets with Porsche legends. RR7 was all gas, no brakes – four straight days of action. It was the largest Porsche meeting the world has ever seen, and C-K’s onsite content capture plan helped to elevate RR7 beyond just Monterey so Porsche enthusiasts near and far could celebrate alongside us.
Through our robust approach, we received record-breaking engagement, reach and impressions for @porscheusa, blasting through our benchmarks and outperforming our objectives.
Goal: Convey the spirit and excitement of RR7 in real-time via our @porscheusa Instagram and outperform the brand’s reach benchmark of 15.8K.
Result: We outperformed our reach benchmark by 160%.
Goal: Deepen our community engagement and exceed the brand’s engagement rate benchmark of 9.4%.
Result: We outperformed our engagement rate benchmark by 5.3%.
Goal: Increase followership with the younger and female target groups by 7%.
Result: Followership from these audiences increased by 10%.
Rennsport Reunion 7 was one for the history books. At the event, we saw 91,000 Porsche passionate, but through our aggressive content plan, we accrued more than 32.5M impressions, 5.5M video views and 4.2M total engagements.
