Porsche and Xbox LIVE Shift Brand Engagement Into Overdrive
For the launch of its new Panamera sports car, Porsche wanted to use gaming as a way to connect with male, 25-54 hard-core motorsport enthusiasts and virtual Porsche drivers and fans. Capturing this target audience requires delivering relevant, engaging content in a way that resonates with these consumers. To engage avid gaming enthusiasts, Porsche's campaign offered Xbox LIVE members exclusive, free content including Porsche branded theme-packs, videos, gamer pics and even mobile tags (Microsoft-Tag) where users could get content for their mobile devices. Incorporating rich imagery and sound, the Branded Destination Experience (BDE) encouraged users to learn more about Panamera and to visit the Porsche website where they could upload personal stories and pictures to be part of the Porsche "Family Tree."