When the smoke cleared on Sunday, over 60 vehicles had run through the cones and the Hotchkis team gave over 400 rides in three company test vehicles. Formerly conservative, drag-race-only Mopar fans were raving about how much fun they had, and many trekked back to the booth in the Manufacturer’s midway to learn more about suspension systems. We shot about 20 hours of high-def video, so we’ll have several chopped up and posted soon. There was a visible perception shift with the crowd by the end of the weekend. They understood handling for the first time, and they were pumped up about it.

Changing hearts and minds is what PR is all about. I just finished reading What the Dog Saw, by Malcom Gladwell, the author of Tipping Point. The first section of the book focuses on Ron Popeil, the owner of Ronco and the innovator of using late-night infomercials to push products like the Showtime Rotisserie and Food Dehydrator. According to Gladwell’s book, Popeil comes from a long line of pitchmen, who in the ’20s and ’30s would sell their wares on the Jersey Shore boardwalk with live demos. Ron took his live demo to late night TV and made millions.

In the age of social media and short-attention-span theater, human nature remains the same. People want to experience something in order to buy it. Magazine articles are great, but reading a story about something someone else did is a very passive experience. The beauty of events like Mopars at the Strip, any of the GoodGuys Shows with autocross or shootouts like the Optima Ultimate Street Car Challenge is that they get people to partake in a real-world roller coaster ride. They have a great time, then they tell their friends. The key is tying that experience to a product. Otherwise its just entertainment – which is fine and good, unless you’re trying to make money on the deal. Having a sponsor banner hanging next to the registration booth for an event is good. Giving the participant a ride in a vehicle with your products on it where they can actually feel the difference is great.

Taking a cue from Ron and his rotisserie, we recognize that giving a few hundred people a ride is wonderful, but then sharing that person’s experience with the world is much more powerful. Since TV has become fractionalized by DVR technology and hundreds of channels, spending tens of thousands of dollars on a 2am airtime slot probably isn’t the best choice. Instead, we’re sharing the experience with the world through real-time Facebook and Twitter updates, and video posted to YouTube and the forums. The goal: to help people live in someone’s shoes as they have a thrilling ride for a about two minutes.

With that in mind, one of our other clients – Spectre Performance – is sponsoring a wild event called the Speed by Spectre 341 Challenge. It’s the rebirth of an old Ferrari Club event called the Virginia City Hillclimb. They’re closing a mountain road in southwest Nevada and letting supercars run the road for time. It’s scary, dangerous, and very very cool. So far we’ve signed up several major car builders, supercar owners, a few superstar drivers and most of the major media outlets to cover the event. Only a few dozen will participate, but hopefully thousands can experience it. To illustrate, we put together a little video featuring footage the Spectre crew shot in 2002 when company owner Amir Rosenbaum set the record (which still stands):

Anyway, those are just some random thoughts on why experience is making a comeback. Stay tuned for some vids from Vegas.

-Dan

Our friends at Spectre Performance have a serious addiction to speed. We’ve followed Amir and his crew to Bonneville and were part of a 340 mph world record land speed run, have witnessed several of the Spectre muscle cars on the race track – but now the team from Ontario are taking the speed addiction to a new level.

About a decade ago, Amir was involved in a crazy full-throttle racing event held on a closed mountain road in the middle of the Nevada desert called the Virginia City Hill Climb. It was officially timed and held by the Ferrari club. In fact, he set the record (which still stands) in a Ferrari F40. Since Spectre is focused on spreading the word about its high-performance intake systems and proving its street cred, Amir decided to bring the event back for 2010.

Jimi Day and the FM3 crew (the same group that runs the Optima Ultimate Street Car Challenge) is running the logistics, and we’re helping with promotion and PR. Should be an incredible event – including a media vs forum shootout with representatives from most of the major magazines and forums/blogs. We also have received entries from some of the top tuners and supercar shops in the country, so it will be an incredible event. Stay tuned for updates, but in the meantime you can check out the Speed by Spectre 341 Challenge website for more info.