Le Mans '66

LE MANS '66
24 HOUR EVENT

LE MANS '66':
24 HOUR EVENT

    Services:
  • Strategy
  • PR
  • Social Media
  • Content
  • Audio Visual
  • Advertising
  • Design
  • Events

The Challenge

To promote the theatrical release of Le Mans '66, Fox wanted an activation idea that would reach a broader audience across 5 European markets: Spain, Italy, France, Germany and UK.


We had to take a film predominantly about cars – a famous yet niche racing story with a leading cast of only men – and position it in a way that was appealing to younger audiences (18-25) and women.

Creative strategy

To rev up anticipation, we brought the film’s fast-paced, adrenaline fuelled, edge-of-your-seat feeling to audiences. And to reflect the film's high production value, all content had to be slick, stylised and high-octane to create excitement and engagement.


Celebrating the story of endurance, stamina and skill, we produced a European-wide influencer activation that audiences could get behind.


We challenged ten influencers from five countries to reach Le Mans in 24 hours. Driving classic Ford Mustangs, they competed against the clock and each other, sharing their race of a lifetime with their many followers. We set mini challenges along the way, such as spending €19.66 in a service station and changing the tyre on a Le Mans prototype car. The cars were rigged with GoPro's and a camera crew, plus drones, captured their arrival and time at the legendary track. Determined to cross the finish line in pole position, they all experienced a taste of what it takes to win the toughest endurance race on the planet.

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Le mans 66
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Le mans 66
Le mans 66
LE MANS '66

Exciting social content released before, during and after the event kept campaign engagement at full throttle. We created bespoke packages for each influencer so they could edit and get their content live in lightning speed and a 2min AV Sizzle for YouTube and social platforms to showcase the incredible 24 hours. At the campaign's chequered flag, we delivered an influencer content wrap report, highlighting statistics and engagements.

WATCH THE VIDEO HERE

LE MANS '66

Results:

All of our content was lapped up: the event reached a combined potential reach of 13.4M, achieving a total of 1.7M engagements across all markets and social platforms.

Le mans '66