The launch of a new Porsche model is an important global event. The new Porsche Macan is especially significant, taking Porsche into the totally new, and ultra-competitive, territory of the premium compact SUV.
Porsche’s key launch objective was to position the Macan as a credible premium entrant in the sector, maximising global interest in the pre-launch and global reveal phases. Critically, this goal needed to be achieved simultaneously in both mature and emergent growth markets.
Porsche integrated the StoryStream API into the Macan launch microsite at start of the pre-launch phase, ensuring that the very best of the global social anticipation, from Press, Porsche fans and potential Macan buyers, was harnessed and published, balancing the Brand promise of the new model with the affirmation of the audience.
StoryStream then became the engagement platform for the Macan global Press reveal at the Los Angeles Autoshow in November 2013 through to a StoryStream Live Screen delivery driving engagement at the Porsche global internal launch, branded Casa Macan, in Barcelona during March 2014.