Every day, car fans upload hours and hours of material onto the internet.

If a brand wants to make its mark in this fast-paced environment, it has to hit the spot with the target group.

Five cars performing a drift choreography. We not only relied on our viral, we built a content strategy around it. We hired a Hollywood stunt team and blockbuster director. They were the stars of our film and we used them as multiplicators. During production, we gave the community a glimpse behind the scenes – using social-media-channels. Top automotive bloggers and our crew – all stars of the ‘petrol head' scene – gave automobile enthusiasts five days of exclusive content under the Driftmob hashtag – sharing photos and videos from the training camp, giving interviews and bigging up the initial choreographies.

With our posts, we reach 2.6 million people. And with each post, the sense of anticipation in the lead-up to the final film becomes that much more intensive.

(Even before the Driftmob is up and running on YouTube, it’s a hot topic of discussion on the internet.)

When it finally goes public, it smashes the 14-million barrier for online views within next to no time and also tops the Mashable charts.

It becomes one of the most successful automobile virals of 2014.