Jaguar created an interactive experience called "The Audition" tour to promote its new Jaguar XE lineup. The tour stopped in several major US cities, where participants could act out action movie scenes and have their performance edited into a personalized video. After test driving the Jaguar XE, participants received a link to their custom video that they could easily share on social media. The campaign leveraged video, technology, and partnerships with Facebook/Instagram to create a unique and engaging promotion that starred the consumers themselves.

1. JAGUAR PRESENTS THE AUDITION “THE ART OF PERFORMANCE TOUR” STARRING JAGUAR XE. FEATURING THE ALL-NEW JAGUAR LINE-UP.
BE THE FIRST TO DRIVE THE ALL-NEW JAGUAR XE IN THE US. STAR IN YOUR OWN ACTION SEQUENCE. PERFORMANCE IS EVERYTHING.
LOS ANGELES. SAN FRANCISCO. DALLAS. MIAMI. WASHINGTON D.C. NEW YORK. CHICAGO. THEAUDITION
THE ART OF PERFORMANCE TOUR
THE AUDITION
THE CHALLENGE
How do you take a 100 year old tradition,
The Test Drive, and reimagine it for the
Digital Generation?

2. JAGUAR THE AUDITION
THE IDEA – Step 1
What better way to engage the selfie
generation than by making them the star?
We created a heart-pounding 2 minute
action film called The Audition, which tells
the harrowing tale of a rookie spy racing
through a deadly gauntlet, armed only
with a Jaguar XE.
And who’s that sitting in the driver’s seat?
Why it’s you, of course.
But this was just the beginning…
CONTENT & ENTERTAINMENT
JAGUAR PRESENTS THE AUDITION “THE ART OF PERFORMANCE TOUR” STARRING JAGUAR XE. FEATURING THE ALL-NEW JAGUAR LINE-UP.
BE THE FIRST TO DRIVE THE ALL-NEW JAGUAR XE IN THE US. STAR IN YOUR OWN ACTION SEQUENCE. PERFORMANCE IS EVERYTHING.
LOS ANGELES. SAN FRANCISCO. DALLAS. MIAMI. WASHINGTON D.C. NEW YORK. CHICAGO.
#THEAUDITION
THE ART OF PERFORMANCE TOUR
THE AUDITION

3. JAGUAR THE AUDITION
THE TEAM
To bring this unique and challenging program to life, we assembled a cross functional team
of experts from across the advertising, production, technology, and distribution worlds in
order to achieve the goal of a unique consumer experience and bridging the gap between
the physical experience and the digital world.
CONTENT & ENTERTAINMENT
The outcome: During Jaguar’s six city Art Of Performance Tour, nearly ten thousand
consumers would become the star of their own, personalized action movie, The Audition.

4. JAGUAR THE AUDITION
HOW IT WORKS
In each city, consumers act out various scenes on a
series of film sets. Then, using a custom developed,
proprietary patent-pending video stitching
technology, their performance is seamlessly edited
into the full film within seconds - complete with their
name inserted into the opening titles.
CONTENT & ENTERTAINMENT

5. JAGUAR THE AUDITION
HOW IT WORKS
CONTENT & ENTERTAINMENT
Immediately after consumers star in
the own action movie, they are
whisked away to test drive the real
Jaguar XE.
As soon as they finish their test
drive, they receive a surprise in
their inbox…

6. JAGUAR THE AUDITION CONTENT & ENTERTAINMENT
The surprise in their inbox is a link to their own personalized action movie with
a one-click opportunity to post and share on Facebook.

9. JAGUAR THE AUDITION
DISTRIBUTION / PROMOTION
CONTENT & ENTERTAINMENT
In addition to creating a
seamless experience for users
to share their custom videos
on the back end, on the front
end we also partnered with
Facebook and Instagram to
promote the tour and drive
attendance through
customized trailers and
teasers.
Video Trailer for Los Angeles Event

10. JAGUAR THE AUDITION
Facebook and Instagram Promotion
CONTENT & ENTERTAINMENT
Carousels on Instagram and videos on Facebook were used to drive RSVPs in each
city, and also heighten awareness and further engagement with the campaign by
allowing users to see multiple images.

11. KEY TAKEAWAYS
1. Explore the convergence of Content, Distribution & Technology
2. Provide Value – Entertainment or Utility
3. Consumer, Consumer, Consumer