A high-profile promotional partnership.
In the summer of 2014, as the international futbol championships in Brazil were about to begin, luxury automaker Jaguar launched a high-profile promotional partnership with famed former player and then Chelsea manager, José Mourinho. Social media was utilized to develop a relationship between the brand and fans of international futbol. BrandEcho spearheaded e-newsletter copy and content for Jaguar’s in-house digital agency to support a series of larger-than-life contests designed to showcase the automotive manufacturer’s relationship with Mourinho.
The success of this campaign was followed by additional work to promote the brand’s “Secrets of the Wind” online travel story. Episodic social media content followed the exploits of famed European champion windsurfer Steven van Broeckhoven as he toured windsurfing hot spots throughout various countries in the Jaguar XF Sportbrake. The materials, which were prepared for Jaguar’s many pan-European divisions, fueled excitement for the brand and its growing digital footprint.
The social media posts were translated into multiple languages and distributed over numerous social media and press channels throughout several countries across Western Europe. The campaign was highly effective in spiking online engagement for the brand in key markets and furthered Jaguar’s social media channel traction and impact across regional target consumer demos.
Social Campaign Featuring Windsurfer Steven van Broeckhoven Attracted Pan-European Attention