Porsche 99X Electric Racing Car Revealed in Germany
Porsche debuted new EV as part of video game promotion for Formula E Unlocked.
Porsche unveiled the Porsche Formula E racing car on August 28 as part of a promotion for the new video game Formula E Unlocked. Nearly one million viewers tuned in as Porsche drivers Neel Jani and André Lotterer unveiled the 99X Electric in Ludwigsburg, which is just north of Stuttgart, in southwest Germany.
“It was an exciting and varied car launch for the Porsche 99X Electric,” said Oliver Hoffmann, Director Marketing Communications at Porsche AG. “In motorsport, we are used to the traditional car launch, where as a viewer you follow the events on the screen.
In Formula E we are addressing the young, digitally-oriented target group, which is why we consciously decided to break new ground. With the “Formula E Unlocked” video game, we not only established communication with this target group, we got them actively involved in unveiling the Porsche 99X Electric. It is fantastic that we were successful with this innovative type of car launch and that it was also appreciated by different target groups.”
“By bringing to life Porsche’s launch of their first Formula E car with a never-before-seen experience, we wanted to tap into the magic of what our community create every day around the world,” added Adam Harris, Director Custom Solutions, Twitch EMEA): Through the results we have seen, we can say we certainly did that. We are delighted with the results we have achieved with Porsche which saw huge numbers of our community interact and endorse the brand in a meaningful and impactful way.”