In the U.S., branded content is growing stronger each year, but for major brands the 30-second commercial is still king. However, when it comes to advertising automobiles in particular, broadcast television has in place many arbitrary and arcane rules about what you can and cannot show. No speeding, no aggressive driving, and certainly no jumping through fire and billboards. We solved this problem, and many others, through our branded content digital approach.

We planted seeds in online forums, asking, “What the hell is DoubleURXXX?” People asked, “Who’s behind this?” Our first hire gave the answer: rally and skateboard legend, Bucky Lasek. We leaked the existence of the only-accessible-by-WRX-VIN-number, VinGotMeIn.com, with a video from Bucky inviting drivers to earn a spot in a DoubleURXXX production by proving they could drive. Bucky chose the top videos from thousands. Winners were flown unknowingly to San Francisco. There, they discovered a disassembled WRX and learned the vehicle’s incredible science as they reassembled it, then raced it. Our first production became a 17-minute documentary detailing the process.

After introducing the company in online forums, the conversation changed from the new model being a disappointment to speculation about what the heck DoubleURXXX Productions was. We reached skeptics, showing the car’s strengths without the feeling of marketing. They actively followed as five winners earned a spot in the DoubleURXXX production and listened to their opinions about how great the new WRX was. Before the campaign, the client feared negative chatter would tank the car’s introduction. After our efforts, they had the most successful WRX launch in Subaru’s history, with sales up more than 400 percent over the last model.