Volvo partnered with CNN to produce the only 4K VR live stream of the great American eclipse, as well as supporting digital, social and broadcast content. Mig led Volvo’s real-time social response throughout the eclipse, and Racing the Sun won Best Interactive Execution or Campaign at MediaPost’s Marketing: Automotive Awards in 2018.
On the day of the eclipse, the live VR video had 24 million video views, making it the most watched live VR experience in history—certified by Guinness World Records. It was also the second-highest day in 2017 for both unique visitors and video starts on the CNN network, behind only Obama’s Presidential Inauguration. The event had 472,000 concurrent streams with 8.6 million viewers. There were 2,000 searches for “Volvo dealers near me,” and a 43 percent increase in visits to volvocars.com. Volvo, which generally has a low recall rate saw 73% of surveyed respondents recognized this as a Volvo activation. Purchase intent was increased 22 percent and the likelihood to recommend increased 18 percent. Most importantly, there were 13,300 test drives requested.
Learn more and watch a recap video here.