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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3 comments:
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
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
Thank you, Oliver, appreciate a lot your view. You are very welcome,
Yours,
Nadya
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