American Marketer


Porsche counts down to Le Mans with statistics, video

June 10, 2015

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German automaker Porsche is preparing for one of the most significant endurance races of the year by sharing a short video and information on its Web site and social media accounts.

Porsche’s Web site includes a countdown to the highly anticipated 24 Hours of Le Mans, the world’s oldest endurance sports car race, which will begin on June 13th in Le Mans, France. Raising awareness about the event and Porsche’s participation will likely excite consumers and encourage them to watch the event when it occurs.

The main event

Porsche is promoting its participation at Le Mans on social media by posting on Facebook, Instagram and Twitter. The automaker also created a short video that it shared on its Web site and Facebook page.

Porsche’s video imitates a movie trailer, announcing the upcoming race and Porsche’s long history of awards. This year Porsche will have three cars in the race, and the brand is urging consumers to get on board with its Mission: Future Sportscar.

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Image from Porsche's new video about Le Mans

In addition to the video, Porsche has shared information about the race and its own statistics on the Web site, the route that the race will take, along with the length of the circuit and its turns. Porsche also shared the timetables from qualifying races and a countdown until Le Mans itself.

Last year Porsche went above and beyond for the event. The German automaker began pushing its Porsche Motorsports mobile application just in time for the 24 Hours of Le Mans race June 14.

The revered Le Mans race compels luxury automakers to reflect on their racing heritage, which usually entails multiple tributes leading up to the event. Porsche’s decision to familiarize fans with the current race itself will likely generate more focused interest throughout the season (see story).