Jaguar is taking to a big stage to let consumers know that their brand, an iconic heritage one, offers a modern line of cars that are very different from just a few years ago. This stage is not one of repetitive prime-time television ads, nor is it annoying pop up ads on your digital device. What Jaguar has done is put you in charge of their promotion, using the digital magic of the social share of a short video.
And here is where Jaguar got smart, they know that since this movie features you, you will share it on your social media channels. You become a star of a classic British Spy film, the talented British spy, the only thing you have to do is prove that you can drive. And what better to drive, then the iconic British Automobile, the Jaguar, in this case their new XE.
Jaguar worked with Facebook in partnership where you can make one of the scenes your personal Facebook Profile photo, a first for both companies. Jaguar is sure you will share it to your friends. And 85% of those that attend the Art of the Performance Tour do make the video and then share it via their social channels.
Automobile companies have used ride and drive events as a way to showcase their cars, once you leave, all you have are memories, and a trinket. Any selfie images would be self-produced, and would not be as compelling as what #TheAudition creates with both you and the Jaguar. The process is simple, you review the story board, the script, practice facial expressions you will use in the scenes, head over to hair and makeup (yes you get made up like a movie star) and then head onto the sound stage where the director gives you the cues and gets you on camera. With rave reviews from the staff, like any star would expect!
Off you go to drive the cars on the street and an autocross course while they create the film. Stitching you into an already edited film, and you never end up on the cutting room floor. In just a few minutes you receive an email with a link to your film, and of course the Jaguar.com website.
Take a moment in the lounge to view your film on your own device and enjoy some cucumber sandwiches and proper English tea. While there you have a chance to access the Jaguar.com build site and talk with products specialists who are available to answer questions. One last digital moment is a photo with “the Leaper” Jaguar’s mascot, a Jaguar has taken the simple mass market demonstration event to the next level with the use of technology, what you do not see is the technology that makes it all happen. It starts with an RFID bracelet that you wear throughout the event. This tag identifies you and is attached to everything you do from each of your film scenes, your actual drive experience, to your memento photo and exit survey. This is what makes sure your digital content always has you in it.
In talking with Kim McCullough Vice President, Marketing for Jaguar land Rover North America LLC, she spoke of how compelling this program has become bringing an event focused younger consumer to the brand with a very good return on investment. Jaguar had doubled their under 35 audience, as well as brought in many buyers new to the brand, looking for vehicles different from the traditional luxury and status cars that have become the mass-market norm. The Audition has exposed 92 million people via social sharing of this personal video where they co-star with the Jaguar in an action packed short film that is classically British, and ends in “Feed My Cat” which is a metaphor for the consumer to connect to the Jaguar brand. And it turns