Raising awareness of the all-new season of Top Gear through a drifting master class.
In March 2017 Instrumental joined forces with BBC Worldwide to promote their new season of Top Gear, with the aim of extending the show’s reach outside of owned channels and target new audiences. Reinforcing the new Top Gear presenters’ driving credentials was also key.
We unearthed three influencers to attend a drifting master class at the coveted Top Gear track. Each produced dedicated YouTube video content and promoted it across their other socials. Their videos included footage of the new Top Gear presenter doing what he does best, showing off his driving skills, successfully reinforcing his motoring expertise among a new audience.
The successful campaign generated over 530,000 views and 32,000 engagements after 30 days.
By securing influencers with passion points ranging from motoring and tech to lifestyle and travel, over 80% of the views generated were from non-motoring channels, reaching a new audience beyond Top Gear’s core fans.