The Porsche brand is synonymous with intelligent performance – a brand position that is clearly understood among automotive media. But how do you get influencers outside of the transportation category to pay attention to product benefits like advanced ergonomics?
To start the conversation, Brandware developed a multi-media lifestyle campaign aimed at media from the health, fitness, organic/natural food and shelter categories. Brandware also recruited two special partners – luxury kitchen brand Poggenpohl, which features a Porsche Design line and Bravo Top Chef Angelo Sosa. In addition, Porsche’s champion race car driver Patrick Long – a fitness and nutrition enthusiast – joined the team.
The launch event featured the debut of a video featuring Sosa and Long shopping for ingredients at New York’s Union Square farmer’s market.
The resulting custom menu was featured at a media reception attended by nearly 30 lifestyle reporters. Recipes, fitness tips and product demos were also included. Bloggers were invited to participate remotely via a live streaming hub. Post-event media outreach included additional recipes and exercise tips ideal for long-distance summer road trips that test driver endurance.
Event and post-event media coverage has resulted in over 1.5 million impressions to-date, in media outlets such as Fitness Magazine, Dow Jones Marketwatch, BeautyNewsNYC.com, and Design Wire.