Creating a custom digital experience for Jaguar drivers
With the launch of two new car models into the North American market in 2016, Jaguar needed to engage prospective buyers and key influencers with a hands-on vehicle experience. This “feel to believe” strategy led to the creation of the Jaguar Art of Performance Tour, a seven-city experiential event that touched Los Angeles, San Francisco, Dallas, Miami, Chicago, New York City and Washington D.C.
While each event included on-site vehicles to interact with (including a track for test drives), Jaguar didn’t want to limit the experience by only engaging attendees while they were on-site. They were looking to create an experience that could reach beyond the event walls and take on a life of its own – something memorable, engaging and easily shareable across all media channels.
#TheAudition is a fully immersive digital video experience that allows the audience to star in their own Jaguar commercial, complete with a high-speed car chase, explosions and movie-quality production. The concept was to film attendees at each event, stitch those clips into a pre-filmed car commercial template and then organize it all into a final digital file that could be sent out via email to each participant that same day and shared through social media.
We partnered with Jaguar, Facebook and other creative agencies to help make this vision a reality.
Using our proprietary VideoBridge technology, we created a custom system to film attendees in pre-staged scenes at the event, instantly upload those video clips to a server, automatically stitch those clips into place in the larger pre-filmed commercial and generate an email with a link to the final video.
Within 30 minutes of filming their final scene, the attendee received a link to their own personal microsite that included their custom video ready for viewing and sharing through social media. Working directly with Facebook’s digital team, Think Shift developed new technology that allowed the recipient to post the video to their timeline with one click, making the social sharing aspect simpler than ever before, increasing the reach of the campaign an estimated tenfold.
While Jaguar ultimately sold out each event, the buzz from the social media campaign helped to create waiting lists for each future event. As of May 3, 2016, more than 5,300 visitors have participated, 1,150 videos have been posted to individual Facebook pages and people shared the link 2,747 times through various social channels.
Check out local news coverage from the event in Chicago: www.fox32chicago.com/news/local/123461751-story
1,100+ videos posted to Facebook
2,400+ shares from microsite