Digital and Social – Driving Content
DIGITAL AND SOCIAL – SOME OF OUR WORK
Bridgestone Motorsport Twitter campaign
GT Academy Facebook
Silverstone British Grand Prix campaign
An innovative collaboration between Nissan and PlayStation, GT Academy is a competition to find the best Gran Turismo gamers and turn them into real-life racing drivers.
HPS Jardine manages the 360ᵒ European PR and social media campaign with digital assets being hosted and distributed via a DAM system. The impact has been extraordinary. A comprehensive and engaging social media campaign includes YouTube, Facebook, Twitter, Flickr and Instagram. We generate engaging content to use across all platforms including photos, videos, interviews and more. PR output is optimised for online and digital channels and distributed in multiple languages via Nissan and PlayStation markets across Europe.
2014 saw 23 countries compete in the Europe and International divisions of GT Academy, with 69 journalists attending the final stage of the competition. In just one season, we have grown the GT Academy community of followers by 38% to over 280,000. Engagement rates of posts across all channels are well above industry averages, while photos on Flickr have acquired 1.4m views and the number of fans on Instagram has increased by 81%. Video content posted on Facebook has been seen by 1.1m people. We are targeting an online audience for GT Academy and have high levels of reach online generated by our PR activities, with an estimated overall value for PR in 2014 exceeding €12m. The TV show was broadcast across 12 countries, with the TV audience reaching an estimated 11m and a media value of €12.5m.
Those figures really capture the imagination as do the stories that go with them. Within three years of being crowned GT Academy Champions, inaugural GT Academy winner Lucas Ordonez went from PlayStation racer to recording a Le Mans 24 Hours podium finish with Nissan. The 2011 winner, Jann Mardenborough from the UK, is now competing (and winning) in GP3, the highly competitive Formula 1 feeder series.