Saturday, July 11, 2009

UK feed: All new Jaguar XJ Reveal - on global digital wave

For the first time Jaguar has been using digital platforms in order to make the reveal an "open-door" real-time event for online users interested to watch it live. Even though a main live streaming platform was set up on Jaguar official portal:, also additional platforms became available to take over the broadcast stream and offer an embedded link for all interested websites.

Thus, the reveal was watched live by 15 417 viewers simultaneously, whereas 27 274 views were registered post-reveal on demand up to this moment (Jaguar PR Press Office).

It's quite interesting to notice that the new XJ teaser campaign occuring online, stood up as a bridge for further dialogue with interested users, who continue to turn to the same platforms after the reveal. The main reason appears to be the need of leaving a feedback or a final judgement after the car has dropped its silk cover. Even though it's yet early to make a final statement on public perception, one thing is certain: by launching this model, Jaguar stepped onto a new milestone - the one marked by change.

You now might be anxious to see the event photos, featuring the car and the attending celebrities. Among them you could see: Jay Leno (holding the pre-reveal speech and taking off the silk cover on scheduled 8:15 pm), Elle Macpherson who at her 46 is still looking stunning, charming Baywatch star - David Hasselhoff, Sophie Bextor, a.o. Many thanks to Tim Bishop for offering the photos below:

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Anonymous said...

It is wonderful to see such large yet traditional companies using new media and web 2.0 applications to break stories and increase engagement. Does this also suggest a regonised movement of Jaguar's position/segment?
Also the use of celebrities for endorsement and PR adds traditional promotion tool professionalism to the new media approach.
Jim P

Anonymous said...

I agree, new media use for brand communication purposes requires both creativity and engagement, as public view becomes increasingly important both for brands and its customers.

Nadia Tatarciuc

Anonymous said...

I recently came accross your blog and have been reading along. I thought I would leave my first comment. I dont know what to say except that I have enjoyed reading. Nice blog. I will keep visiting this blog very often.


NMO on September 16, 2009 at 4:45 AM said...

Thank you, Oliver, appreciate a lot your view. You are very welcome,



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