PORSCHE | 24H SOCIAL RACE
A 24h interactive race where the faster you tweet, the faster you go.
The idea
To announce Porsche's return to the legendary race, the 24 hours of Le Mans, we produced the first ever 24-hour social race between two major platforms, Twitter and Weibo.
Only one rule: the more you tweet our hashtag, the faster you go.
The results
20,000 teams on the starting line. 70k tweets both on Twitter and Weibo. 750k website visitors. 250 press articles.
A total of 37.5M worldwide media impressions. A cumulated time of the equivalent of one year on the website. With 80% of all tweets, China left USA in the dust.
But the winner?
A Twitter team which posted 2 926 tweets in 24 hours!
Credits
Agency: Fred & Farid Shanghai
Client: Porsche China
Title of the ad: 24h Social Race
Chief Creative Officer: Fred & Farid
Creative Director: Feng Huang
Copywriters: Adrien Goris, Jean-Baptiste Le Divelec
Art Directors: Pierrick Jegou, Adrien Goris, Jean-Baptiste Le Divelec
Web Designers: Jihjan Lee, Frank Lin
Account Director: Vivian Wang
Senior Account Manager: Lloyd Wang
Account Executive: Adam Liu
Digital Production: Fred & Farid Shanghai
Producer: Sacha Guyon, Joey Wang, Terry Jin
Brand Supervisors: Helmut Broeker, Carsten Balmes, Deniz Keskin, Estella Yang, Sora Cao, Bradley Du