2009
TopGear.com
Top Gear
| Top Gear all the time |
Top Gear is one of the biggest TV brands in the world, in fact more than 300 million people worldwide watch three blokes and the mystery driver in the white helmet arse around in cars. 300 million. Two things occurred to us. 1) The Top Gear audience will never say no to is more Top Gear content – in fact the success of Dave as a channel seems to hinge on the endless stream of Top Gear repeats. The Top Gear magazine sells 200,000 issues a month in the UK and licensed editions are produced in more than 20 other countries worldwide. 2) To say that the people who make this content live and breathe cars would be offensive to all other living, breathing entities. In the Top Gear office, it’s Top Gear all the time. So Top Gear launch a new website, effectively an endless stream of the Top Gear content its audience is crying out for. And the people who make it are like the content, but in office form. Cue (ever-so-slightly) mock documentary content showing the office getting to grips with the new TopGear.com. We made five films featuring the actual Top Gear writing staff and extended family, including the Stig, launching the continuous content on TopGear.com. We launched the films on the Top Gear You Tube channel, seeding them across the many Top Gear and Stig related Facebook groups – resulting in over 400,000 views in the first week of the campaign’s release. |
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