The 24h Social Race is a worldwide-scaled campaign launched by Porsche in June 2014, to gather its markets around brand’s historical return to the legendary race, the 24h of Le Mans. Indeed, even after 16 years of absence, with 16 overall victories, Porsche’s success in Le Mans is unrivalled yet.
Knowing that Porsche’s racing heritage was not strong enough to connect with the Chinese market (China is the second largest single market for Porsche after the U.S.A - source: Forbes Asia), we developed the first ever 24-Hour Social Media Race, literally opposing Twitter to Weibo users during the 24h of Le Mans.
Media strategically speaking, as you can see, investments regarding to the scale of the campaign was low. So hijacking online the strong competition spirit between East and West cumulated with the concept of a tweet race, revealed itself as an ideal and powerful media layer to pass on brand racing spirit and heritage to its young but key markets.