Art Of Performance Tour
New Dog was fortunate to work with Jaguar on this award-winning interactive production that revolutionized the test drive experience and brought the XE to millennials.
We took a lead role in this campaign from the conception stage all the way through to the finish line – designing and building each set and handling all aspects of production, which also included custom software programming, microsite architecture and final delivery of each asset.
With the New Dog framework in place, participants were invited to events in six major markets across the US to star in their very own action sequence behind the wheel of the next-gen Jaguar XE – shot and rendered right at the venue.
The Test Drive, Reimagined.
Seamless integration of strategically captured shots and digital effects created the impression that participants were indeed starring in an epic, Hollywood-produced action movie sequence.
Videos were captured, rendered and uploaded to each participant’s personalized microsite within minutes of completing the shoot, allowing them to post and share their videos through social media.
We built the first Facebook app that allowed a consumer brand to post an ‘auto-play’ video onto a user’s timeline along with multiple 7-second profile videos captured on set. Over 7,350 customized videos were created, and 2,700 of them (and counting) have been shared on Facebook to date.
“The Art of Performance Tour” won Adweek’s Media Plan of the Year award in the Branded Content/Entertainment ($2 million – $4 million) category.