On june 2019, Renault Sport announced to its fans the reveal of a new racing car, the most powerful and fastest car ever produced by the brand for open roads. Fans were waiting the reveal of this major announcement for years, but because the Megane R.S Trophy R is an exclusive racecar, produced in only 500 units due to its expensive price, we had to find a way to make this launch be more inclusive for our community.

On social, brands used to measure the performance of their content videos only by focusing on the social reach. But as a motorsport brand, with a strongh competitive DNA, followed by more than one million of hardcore fans, we prefered to involve our whole community in this launch instead of just targeting them with many sponsored ads and paid video that show them the car on every angles.

Because the car is limited to only 500 units, we decided that every video showing the car will be deleted after reaching only 500 views. Even the Megane R.S Trophy R instagram account was limited to only 500 fans. Yes, probably the worst kpi ever on social for a new product launch but a creative delivery that illustrates best the exclusivity of the upcoming car. By doing this, we shook up our fans behavior and challenged them to be as fast as the car itself and be in the only 500 viewers. The most exclusive content for the most exclusive car, building a stronger relationship with our community by sharing with them the only thing we have in common: the thrill of racing.

To maximize the level of engagement of our fans on every content video showing the Megane R.S Trophy R, we developed an editorial strategy based on a restrictive approach and the culture of leak into a community. By turning our fans into leakers, we helped our campaign spread further on social, going deeper until private groups and dark social like Reddit or discord where brands are not invited by communities, even by hardcore fans.

- The #Only500 campaign was kickstarted on June 26 on the Renault Sport Facebook channel, with 1,166,503 followers, before being launch on instagram.

- The first social post teased to the community a racetrack where the new Megane R.S Trophy R broke a speeding record.

- The following content, we deleted the video showing the car after it reached 500 views. At this moment every fans understand the concept and started to get ready to be in the next 500 viewers.

- More and more content were published in the following weeks between June 26 and July 30 were the community started to leak the footage of the deleted content for helping the others fans to have a chance to see the new racing car. And that's exactly what we wanted they do.

- We probably have the worst reach ever of all the 2019 social campaigns with only 500 views on every content of the campaign.

- We only sold 500 Megane R.S Trophy R as we didn't produced more.

- But our community engagement was so strong with almost 318K content shared on social