Best Driver’s Car
Every summer Motor Trend brings out the planet’s most exciting sports cars launched in the previous twelve months to endure a comprehensive week-long driving evaluation in search of the one machine it can call the year’s Best Driver’s Car.
The conclusion of BDC week is punctuated with a final competition for these high-performance vehicles: The World’s Greatest Drag Race, an epic quarter-mile sprint for ultimate bragging rights.
Presented by Mobil 1
For a second consecutive year, TEN partnered with Mobil 1 for the 2014 Best Driver’s Car event, with Mobil 1 brand integration across all of the BDC content and platforms, and invited passionate enthusiasts to experience an opportunity of a lifetime riding along with famed race car driver Randy Pobst at Mazda Raceway Laguna Seca.
Automotive Service Industry Benchmarks Set
An independent study by research firm Millward Brown showed that the 2014 Best Driver’s Car cross-platform campaign, which generated over 367 million impressions, 4.9 million video plays, and 375,000 likes, comments, and shares, was not only a huge hit with its fans but for its sponsor, Mobil 1.
Millward Brown’s study found that the inclusion of the YouTube series directly led to double digit increases in Mobil 1’s online ad awareness and purchase intent, outperforming all prior automotive service industry campaigns measured for sponsorship performance.