Porsche can be seen as an exclusive, unrelatable and unattainable brand. When visualizing a Porsche many might imagine a solo middle-aged driver enjoying a luxury activity. But it’s not just that. Porsche remains aspirational across generations. To reach all generations in an inclusive way, we needed to create a worldwide event to share and show the Porsche experience. To do this we couldn’t just focus on a one-day event but needed extra help through social media, pre-events and audience interaction.

Sportscar Together Day is Porsche’s own holiday. It focuses on the notion that sports car thrills are best when they’re shared. An experience where enthusiasts come together and turn what was thought of as a solitary pursuit into a group celebration. And celebrate they did. At 650 race tracks and Porsche Experience Centers around the world, people celebrated with live music, food, and an up close and personal look at rare and famous vehicles from the brand’s 70-year history. The events themselves were documented by Porsche and attendees alike and shared under #SportscarTogetherDay on paid and organic social media channels turning the event into a truly shared experience.

People consider driving a sports car to be a solitary activity. The launch of the new Cayenne and Porsche’s 70th anniversary was a chance to counter this bias. The strategy was to help change non-Porsche owner’s perceptions about sports cars from something that’s solitary into something that’s sharable and to celebrate with Porsche owners their love for the brand. To do this we couldn’t just focus on a one-day event but needed extra help through social media, pre-events and audience interaction.

•We created a film to share the message of Sportscar Together Day – you are never alone when you are in your Porsche. The film was accompanied by multiple social films through partnership with the leading automotive lifestyle brand, Petrolicious.

•We also created a bot on Facebook to match Porsches owners with non-owners so owners could give their Facebook friends a ride on the special day.

•We created an Instagram filter to let people who couldn’t attend the global celebration in person celebrate virtually.

•Enthusiast events leading up to the day turned into content inviting people to participate in motorsport’s newest holiday.

•On the day itself, tens of thousands of Porsche enthusiasts gathered at Porsche Experience Centers in LA, Atlanta, The UK, China, and Germany, at racetracks around the globe and online. The experience was documented and turned into a congratulatory social film thanking the public for their participation.

Over the weekend of the 70th anniversary of Porsche, 20.5 million fans across the world helped us celebrate either in person or on social media. Globally, Sportscar Together Day and the promotional efforts leading up to it reached 90 million people and generated over 70 million interactions, cementing Sportscar Together Day as a day for Porsche fans and anyone who appreciates a sports car thrill.