Digital communications and social media provide an opportunity for companies to go directly to their customers. This provides an opportunity to sell products and build a connection with your target market. Now, if you just try and sell things all the time, people will stop paying attention to you, but if you create things that are truly of interest to your customers they will watch, they will talk about them and they will share it with their friends.
In 2010 I first saw “Gymkhana Three Part Two,” by DC Shoes and featuring rally driver Ken Block who has a product line available through DC Shoes. This morning DC Shoes and Ken Block released “Gymkhana Five: Ultimate Urban Playground: San Francisco.” As luck would have it, I was in San Francisco this morning and it was the talk of the office. The film shows off iconic San Francisco locations coupled with epic driving and a cameo from motocross legend Travis Pastrana. Beginning on the Bay Bridge and taking the same exit, Folsom, that I take once a week, including this morning, Ken hoons his way through the Financial District, along the waterfront behind the ferry building and across the city into I believe Potrero Hill and Twin Peaks, with a quick view of Sutro Tower.
The film was released this morning, July 9, by 10:30 PM this evening it had been viewed 2.8 million times on YouTube, and shared over 8,000 times on Facebook. Last year’s Gymkhana Four was the “most viral video of the year, and yes has an accompanying infographic with compelling and interesting data:
San Francisco was already home to one of the best car sequences of all time, 1968’s Bullitt with Steve McQueen.
Now, I can’t say if Ken Block will ever be as cool as Steve McQueen, but San Francisco definitely has another iconic car film and DC Shoes definitely knows how to connect with their audience.