TOP GEAR
Content Marketing
Top Gear came to MotorTrend+ in an appropriately fast and furious way. Once the deal was signed, I had less than a week to turn around a teaser promo featuring the top moments from one of the largest entertainment archives. Fortunately, I was a massive show fan and had the connections I needed to make this happen. The campaign started with this epic promotional video on which I partnered with Alter Ego.
Hot on the heels of the teaser announcement, MotorTrend needed to find a fresh way to introduce the classic British series to an American automotive fanbase. American and British car cultures are historically competitive, and for better or worse, Jeremy Clarkson is highly polarizing. We put together a series of Stig-focused video pieces, including a :15 promo that ran across and streaming and 4 character pieces that ran on social (YouTube/IG).
Top Gear Announcement Promos
Top Gear Announcement :15
Top Gear Announcement Vignette #1 - The Arrival
Top Gear Announcement Vignette #3 - Energy Drink
Once the show was ready to launch, we needed a fresh creative approach that would build on the momentum of the Stig announcement. For this, we decided to use a road trip theme, popular in American culture, along with a cover of Johnny Cash's "I've Been Everywhere." Our aim was to showcase the vast library of the show and include multiple talents beyond the core three that introduced the show. To create this promo, I worked with the talented team at Redbee.
One of my favorite parts of the campaign was the social themes. While working with Redbee, we discovered many phenomenal moments during the campaign development. I also realized that our usual promotional material would only have limited effectiveness in attracting social viewers. Therefore, we created short and easily consumable pieces of content, which turned out to be a fan favorite and helped to drive traffic to the series landing page.
Top Gear Thematics
Top Gear Thematic: Beating Traffic
Top Gear Thematic: Blowing Things Up
