Chevrolet wanted to connect corvette fans to one another and create new fans within the niche performance enthusiast market.

 

Weber Shandwick and Chevrolet created a 12-video series that shared behind-the-scenes insights into Corvette Racing's competition in sports car endurance racing.

 

From celebrating Corvette Racing's 50th Anniversary at the prestigious 24 Hours of Le Mans to technical pieces on race prep, the behind-the-scenes footage gave fans a glimpse of something they couldn’t get anywhere else.

 

Ties between the track car and the production car brought fans into the cockpit with never-before-seen in-car footage as Corvette Racing won the 2010 series finale in Atlanta.

 

Episodes were shared across multiple Chevrolet and Corvette social media platforms and syndicated to automotive and motorsports enthusiast websites.

 

Additionally, as a team, we engaged Corvette Racing drivers and partners who also shared the videos across their own social media platforms.