Porsche x Rolling Stone

Porsche finds a new edge and a new audience with rock concert meets video shoot meets track show meets stunning VIP party.

The partnership between Porsche and Rolling Stone was designed to attract a new set of prospective Porsche drivers. One that might prefer a mosh pit to a pit lane, the bar scene to the art scene — but one that is no less keen on driving an ultra-fast, sexy, sporty car. Cue Porsche x Rolling Stone Engine Notes.

On a stage erected on the Porsche Experience Center’s test track, Porsche enthusiast Dave Navarro rocked out with the star-studded band The Royal Machines, playing a 45-minute set synced to the design and choreography of a fleet of 14 Porsche vehicles. Navarro’s guitar fed into custom light rigs, and thanks to a sound-reactive light system, his every strum resulted in an illuminated pulsing display of audio waves on the cars’ spoilers.

The content captured at the event exceeded the projected 315,000 impressions by 5.7 percent. The program’s editorial amplification beat objectives by 41.8 percent. And the 1.8MM+ video views on established platforms bested benchmarks by over 40 percent.