Our campaign was created primarily for digital video sharing platforms, Youtube (globally) and Youku (in China). We adhered to global and local guidelines on both platforms.

Furthermore, we worked closely with our talent (including Ken Block), automotive partners (Lamborghini, BMW and Audi) as well as global media publications and websites (including The Sun, Complex and High Snobiety) to ensure we followed all rules and regulations across all social and digital publishing platforms (including Facebook, Instagram and Twitter).

To broaden our appeal and move beyond the automotive category, we identified cultural and lifestyle verticals that our audience have an affinity with.

Our content was featured in many of the world’s leading media publications and sites. For example: The sun, The Wall Street Journal, Hypebeast, Cool Material, High Snobiety, Complex and Design Boom.

We captivated a global audience:

+ 8 million views on YouTube

648 million online impressions

100 million unique reach

$12.2 million earned media