You talk about making events more global through livestreams and social media but how do you best manage that and what do you need to be aware of?
“We recently unveiled our new Ford Focus RS. It’s a 320+-horsepower, all-wheel drive performance car with a lot of fans around the world. We held the event in Cologne, Germany, but we considered it a global event. We hired a producer with live TV experience to produce the show. We worked with rally racing and internet star Ken Block to do a spectacular driving entrance and create teaser videos. The event was livestreamed around the world and more than 360,000 people watched the full 40 minute event.
We also issued many shorter videos of the cool driving sequences that received millions of views. Ken Block – who has millions of followers on social media – helped us share these assets. So the 300 media who attended in person got everything they needed to write stories and shoot videos of the launch of the Focus RS. At the same time, we were able to make it a global digital unveiling. On the day of the event #FocusRS was at one point the No 1 trending topic on Twitter globally.”
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