As a marketing dork, Porsche fan and owner, blogger and proponent of rich and engaging thinking, this idea saddens me deeply.
Postings like the Gizmodo one will do more to detract from the Porsche brand rather than help its cause. the campaign couldn’t be more off target, it couldn’t be more ill-informed (no embed tags guys? really?) and worst of all, it couldn’t do LESS to entice a prospective buyer.
What’s that? “not intended for acquisition,” you say? to that I say, “bullshit - all digital should intend acquisition.” But what’s more, this thing isn’t much of a vehicle to spread the good word of the brand either. That is, unless of course thousands of smarmy bloggers putting a 911 in front of a trailer park is suddenly good branding?
Funny enough, if you talk to the marketing team at Porsche they will tell you “we’ve spent years establishing the Porsche brand - the visuals of our cars and where they show up. We choose very carefully how you experience Porsche and in what context you discover one.”
*insert long awkward pause here*
Oops, guess you’re making exceptions now, boys? just this once? Personally, I could see this being an amazing idea a few steps down the line during the process when you are already at Porsche’s website and you have just finished spec-ing out your favorite car. (Want to see this in your driveway - click here, etc.) that would be awesome. That would be valuable. And that would have a filter built into it preventing abuse like you see above.
Porsche has a special sauce - this just pissed in it. In 1963, Porsche taught the world what a sports car should feel like - both practically and in its marketing. in 2009 with the redesign of the 997, the launch of the Panamera and a slew of new fuel efficient answers the the “sports car” question, now is the time for Porsche to “re-teach” us and remind us of their position, not clutter the airwaves with mixed brand messages.