Porsche Gives VIPs Exclusive Look at its Test Track - Event Marketer

Porsche Gives VIPs Exclusive Look at its Test Track

DB_Ex 2017_B2B Production_Gold_Porsche
Brand: PORSCHE
Agency: GO! EXPERIENCE DESIGN
Awards: EX AWARDS — BEST PRODUCTION OF AN EVENT (B-TO-B)
Year: 2017

A number of luxury automakers have recently opened brand experience centers, but Porsche’s $60 million endeavor—and its subsequent grand opening event—took the concept to a whole new level. The red carpet-style experience featured everything from tap dancers to simulation labs to the highlight of the event—a theatrical demo of the Porsche Experience Center’s gargantuan test and development track. Still not impressed? Consider this: the event caused a three-mile backup on California’s I-405, as drivers stopped to get a peek at the action.

The invitation-only event for an audience of 550 Porsche executives and other VIPs began on a Porsche-inspired red carpet that led attendees through a tour of Porsche’s history. Inside the Experience Center, attendees were invited to take one of three property tours, which included garage tours, driver demos, simulation labs, the first public tour of the motorsport garage, an unveiling of the Panamera G2 and a gift (a piece of leather stamped and signed by Porsche’s board of directors).

The main attraction was the theatrical track test demonstration, which attendees viewed from 30-foot-high executive bleachers. During the demo, 19 Porsche vehicles sped around the track, underscoring its features, like the high-speed straightaway, drift corner, kick plate and low friction zone. A team of cameramen and two drones captured the live footage and fed it to screens around the venue. The event then culminated in a fireworks display and after-party. And with social activity tied to the event earning a reach of more than 23 million users, we’d say Porsche lapped the competition on this one.

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