Porsche and Motor Trend Group have created a sponsored content effort for the brand that captures the journeys of seven drivers as they prepare for a challenging thrill ride.
“Porsche Challenge at Pikes Peak” premieres today on Velocity at 8 p.m. ET. The 30-minute documentary-style show features X Games Gold medalist Travis Pastrana and former MLB All-Star pitcher CJ Wilson, along with their coach, eight-time Pikes Peak winner Jeff Zwart, as they prepare for and take on the more than 100-year-old Pikes Peak International Hill Climb, known as the “race to the clouds.”
The show documents the race with 12 cameras and helicopter coverage of four of the drivers, from before the race as the drivers prepared for the run up the mountain, to the top of Pikes Peak.
Porsche Motorsport North America is always looking for “new and cool” venues which give customers a special and unique experience, says Daniel Armbruster, president and CEO of Porsche Motorsport North America.
“Partnerships such as this one with the Motor Trend Group help expand our horizons by spreading the larger message of Porsche in motorsport both within our core audience, and just as importantly, to others outside of it,” Armbruster tells Marketing Daily. “Whether it be championships that come on a traditional road course, or something out of the ordinary like success at the Pikes Peak International Hill Climb, celebrating Porsche motorsport achievements have been part of Porsche since the very first Porsche made 70 years ago, incidentally also a hill-climb class win with Porsche 356 No. 1.”
The show will re-air today at 11 p.m. ET and Aug. 11 at 1 p.m. ET. Four eight-minute “Motor Trend Presents” vignettes will go deeper into three of the drivers’ journeys and the camaraderie amongst the eight men; they will be posted to the Motor Trend App starting on Aug. 13.
Pastrana and Wilson will engage with their followings via social media and participate in a Facebook Live broadcast. Velocity, Porsche and Motor Trend will also support via their social channels.
The Pikes Peak International Hill Climb is one of the only races in the world that allows amateurs to compete alongside professionals. Just as the Kentucky Derby is not just another horse race and Wimbledon is not just another tennis match, Pikes Peak is a near-mythic event to driving enthusiasts, said Robert S. Scanlon, president of Velocity and Motor Trend Group video content.
“Few other races in the world place such intense demands on both driver and car,” Scanlon tells Marketing Daily.