Matte grey Pagani roadster with "PAGANI" on the rear, red trim and number "20" on its side, parked in a dark studio
Submitted by redpill

Pagani Huayra Roadster BC YouTuber Track Day

Influencer Marketing

redpill brought YouTubers including Yiannimize and The F2Freestylers to a Modena track day for Pagani's Huayra Roadster BC launch, and the agency reports 48M reach.

48MReach
10.3MEngagements
84%Average Watch Time

Case in 60 seconds

Pagani and Eden Games were releasing the Huayra Roadster BC in the real world and inside Gear.Club at the same time, so one launch had to speak to car enthusiasts and mobile gamers at once.

The campaign turns on the overlap between a real hypercar and its in-game copy, because a creator playing Gear.Club while riding in the same car gives viewers a reason to care about both products rather than one.

redpill staged the launch as a lap time contest, with YouTubers racing for the fastest in-game time in Gear.Club while being driven in a real Pagani Huayra BC around a track in Modena.

The F2Freestylers, Epic Meal Time, Yiannimize, BlackPanthaa and DvlzStation competed in Gear.Club while professional driver Andrea Palma drove them in a Huayra BC, alongside a Facebook Live unveiling, a full length brand film and native influencer films.

redpill reports 48m reach, 10.3m engagements and an 84% average watch time, and says Gear.Club reached #1 overall downloaded app on iOS in 77 countries, #1 free game in 85 and #1 Racing game in 142.

Strategy Breakdown

Viewers of the invited YouTubers from around the globe, reached through a launch that addressed both fans of the Pagani hypercar and players of the Gear.Club racing game.
A hypercar launch usually reaches a narrow group of car enthusiasts, so tying the Huayra Roadster BC to a Gear.Club release gave Pagani a route into a mobile gaming audience rather than only its usual one.
Pagani supplied the real car and the track day experience, while Eden Games supplied the in-game version, so each brand gave the creators something the other could not provide on its own.

Creative & Execution System

Assets & channels

  • Facebook

Partners

  • redpill

Creator role

  • The F2Freestylers
  • Epic Meal Time
  • Yiannimize
  • BlackPanthaa
  • DvlzStation
  • Andrea Palma — talent

Results & Evidence

MetricValue
Reach48M
Engagements10.3M
Average Watch Time84%

Why redpill's strategy worked

  1. 1

    Pairing a physical product with its in-game version lets one piece of creator content serve car and gaming audiences together, because the contest gives viewers a stake in both products rather than one.

  2. 2

    A competitive format with a single measurable goal, the fastest lap time, gives creators with different audiences a shared structure, so they can sit in one campaign rather than each needing a separate brief.

  3. 3

    Hosting the Facebook Live unveiling at the same track day as the creator shoot concentrates production in one place, which lets the brand film, the influencer films and the live content draw on one event.

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