With these challenges, we knew that we needed to re-imagine the test drive. Thus, The Art of Performance Tour was born. Knowing the average millennial’s digital lives are as important to them as their physical ones, (and that ‘gramming, posting, tweeting, snapping are very important) we needed this experience to be shareable. So, as part of this nationwide tour, not only could you experience a traditional test drive but you could also virtually experience the performance of XE – stepping into the role of a superspy with only their wits and an XE separating them from a slew of dangers in a heart pounding action film.

How do you engage the selfie generation? Make them the star of an action movie! As part of Jaguar’s Art of Performance tour, we crafted a 2-minute action film called “The Audition”, which features a spy racing through a deadly gauntlet, armed only with a Jaguar XE. Attendees became the star, acting out scenes on Hollywood caliber film sets. Using a custom developed, proprietary, patent-pending video stitching technology, their performance was edited into the full film within seconds.

Attendees experienced a high performance test-drive, walking away with their own personalized short film. Their film was delivered to them minutes after shooting their last scene, and was instantly sharable on social media. While the experience was great for the nearly 10,000 attendees, sharing on social brought the experience to nearly a million more, thus building scale that could affect our bottom line.

We surpassed all objectives and drove consumers to one-of-a-kind test drive experiences that they could share with their friends. As testament to reaching its new audience, Jaguar has exceeded all goals, receiving 3,200 preorders, approximately $120 million gross revenue in value. Beginning with recruitment, those who watched The Audition were 10% more likely to attend the tour. Of those nearly 10 thousand tour attendees, more than half shared their personalized Audition videos, driving over 530K social virtual test-drives. This organic brand advocacy equates to roughly $150K in earned media for Jaguar.

Overall Nielsen brand health ad recall lifts increased +14 pt., 1.3X higher than Nielsen benchmark.

Additionally, 2MM potential new customers were added to Jaguar’s audience pool – at a lower cost per acquisition than the brand has ever seen in social media.