Porsche #24SocialRace: The First Ever 24-hour Social Race challenging Twitter & Weibo users

The first ever 24-hour social race challenging Twitter & Weibo users

For its return to Le Mans after 16 years, Porsche will introduce #24SocialRace on June 14th; a 24-hour social media race, a worldwide first, challenging both Twitter and Weibo users. By connecting these two major micro-blogging giants, this 24h digital race will allow netizens to join and feel the adrenaline of such a return.

“The Better You Tweet, The Faster You Go”

As in Le Mans, the race will start on June 14th at 3pm (CET) and will last 24 hours. For now, netizens can go create their own teams on porsche.com/24socialrace to be ready for the race start, gathering 400 million potential pilots together around one same rule: the better you tweet, the faster you will go.

 A unique chance to approach the already-legendary 919 Hybrid

The first team will win a very exclusive VIP package to attend an LMP race (in Austin or Shanghai) and will have the chance to approach the legendary 919 Hybrid. This experience will include flight tickets, VIP passes, access to Porsche hospitality, a meeting with one of the Porsche works driver and a visit to the Porsche LMP1 garage.

More about 24h of Le Mans 

24h of Le Mans is the most widely known race in the world because it is the toughest & oldest endurance sports car race of all. Its toughness lies in the fact that it lasts 24 hours; a whole day entirely committed to racing. 24 hours unconditionally spent on team spirit, self-transcendence, concentration and devotion to an ideal. The 24 Hours of Le Mans has been held annually since 1923 near the town of Le Mans, France and is considered to be one of the most prestigious automobile races in the world. 2014 will be the 82nd edition and is marked by the return of Porsche in the most prestigious category, LMP1-H. 

More about Porsche in Le Mans 

After more than a decade, Porsche is returning to the LMP1 class of the FIA World Endurance Championship in 2014, and to the toughest race of all, the 24 Hours of Le Mans. With 16 overall victories, Porsche's success in Le Mans is unrivalled. The most recent win was in 1998 with the Porsche 911 GT1. Porsche spent more than two years in development preparing its brand new 919 Hybrid, their Le Mans prototype. 

More about #24SocialRace 

Netizens are already invited to sign in through their micro-blogging platform to join the race, start making their team and support their respective platforms. #24SocialRace, as in Le Mans, will begin on June 14th at 3pm (CET) and will last 24 hours. In this endurance race, the speed of drivers will be defined in real-time by 4 different criteria (number of tweets per hour, the sum of followers across the team, the quality rate of the tweets and special achievements by answering quizzes in the allocated time on the platform) and not just by the amount of tweets shared

Agency: FRED & FARID SHANGHAI

Title of Ad: #24SOCIALRACE

Advertiser: PORSCHE CHINA

Executive Creative Director: FRED & FARID

Creative Director:  FENG HUANG, GREGOIRE CHALOPIN

Copywriter: ADRIEN GORIS, JEAN BAPTISTE LE DIVELEC, ASER CAO, CHRIS WANG

Senior Art Director: PIERRICK JEGOU, JIHJAN LEE, FRANK LIN

Account Director: VIVIAN WANG

Senior Account Manager: LLOYD WANG

Account Executive: ADAM LIU

Media Strategy: LIANG LIAO, JALILA LEVESQUE, JULIEN LEVÊQUE, ELLY ZHANG

Digital Production: FRED & FARID SHANGHAI

Producer: SACHA GUYON, JOEY WANG, TERRY JIN

Brand Supervisors: ESTELLA YANG, SORA CAO, BRADLEY DU