Porsche Drives Web Site to New Level of Interaction

New Mini Site Allows Visitors to Build a Road to 'Virtually' Experience New
911

ATLANTA, Sept. 2 /PRNewswire/ -- Until now, consumers have been able to
"build" a car of their choice on almost every auto maker's Web site; however,
to experience the true beauty of the new 2009 Porsche 911, Porsche Cars North
America (PCNA) is taking its site's visitors to the next level of Internet
interactivity by enabling them to draw their own roads and then "drive" on
this virtual asphalt.
(Photo: http://www.newscom.com/cgi-bin/prnh/20080902/CLTU084 )
Developing the latest automotive advances has been a hallmark of the
Porsche brand, and the company's new, innovative "micro-sites" use the most
up-to-date digital technology to offer a sense of what driving a 2009 Porsche
911 is all about, as well as immerse visitors in the 911's features.
"Our goal was to go well beyond simply picking the colors and options on a
new 911; the goal is to actually make it possible to have an engaging
experience with the car that hints at what it is like to get behind the
wheel," said David Pryor, PCNA's Vice President of Marketing. "You could say
the technology available on our Web site is providing an engaging and clear
way to communicate the technology in our car."
The latest version of the iconic Porsche, the updated for 2009 911, goes
on sale September 20 and features significant advancements, including engines
with direct fuel injection (DFI) and an optional seven-speed transmission
called Porsche-Doppelkupplung (PDK), which is essentially two transmissions in
one: an automatic that is actually a true manual that uses two automatically
engaged clutches. The result is more power in the 911 model series with
improved fuel efficiency, a development that helps Porsche meet today's
demands for reducing environmental impact, yet maintain the brand's
performance persona.
"Obviously, the best way to understand why this new technology is
important is to drive the car; we think the second best way can be experienced
by navigating the new web features," said Pryor. "Our goal is to deliver an
unparalleled car-driver connection."
Working through its ad agency of record, Cramer-Krasselt, Porsche
addressed the marketing challenge of replicating this connection online by
developing a new 911 micro-site that delivers as immersive an experience as
possible in the digital realm. The new 911 Web site goes beyond simply
providing information at the click of the mouse by bringing the user into the
equation. A visit, either through http://porscheusa.com/911 or from buttons
within www.porscheusa.com , begins with a product tour, during which the user
interacts with the car by turning it, looking at its interior, and reviewing
key features, such as Porsche-Doppelkupplung (PDK) and DFI.
The interactivity moves to the next level when the mouse-controlled cursor
turns into a "wax pen" as the site allows the visitor to use his or her mouse
to draw a three-dimensional road course on the computer's monitor to "test"
the mettle of the new Porsche 911.
"This is followed by a video of the fully rendered,
computer-generated-image (CGI) silver 911 driving the course," explained
Cherfoli. "We use the same detailed computer-aided-design (CAD) files used by
our engineers in the design of the new 911 for the CGI version throughout this
site to ensure authenticity. If the user wants, he or she can share the file
virally with others."
The site is supported by print advertising and interactive online banners
that also bring to life the unique car-driver connection, featuring a
heart-beating Porsche crest, DNA chains that build the perfect car with
drive-train and gears that replicate themselves like multiplying cells, and
copy that reads: "So evolved it's almost alive. Connect with a car like you've
never experienced. Connect to the Core. The new 911."
For those who want to delve into the advanced workings in the 911 there is
also the new Porsche Technology Web site, which can be reached either at
http://porscheusa.com/technology or by clicking on buttons within the primary
Porsche consumer site www.porscheusa.com , functions like a search engine.
Users find information as they would on sites like Google -- simply by typing
a word or phrase into the search bar and receiving all possible technical
matches.
For example: typing "ceramic" into the search bar returns the choice of
Porsche Ceramic Composite Brake (PCCB), along with a short summary of this
feature and a list of models which offer it. Clicking "911 Carrera & 911 Targa
4 Models" brings up another Web page with a specific written description and a
video about the PCCB offered on these versions of the new 911.
"We use videos and computer animations to go beyond simple words to
explain and demonstrate a feature," said Josh Cherfoli, PCNA's Online &
Relationship Communications Manager. "The type and format of the information
we provide is what an Internet-savvy user expects from a cutting edge company
like Porsche."
Both Web sites will be promoted in all advertising and marketing
materials. Looking to expand the appeal of the 911, while staying connected to
the core Porsche target buyer, the online advertising buy will include, for
example, Forbes.com, Wired.com and Bloomberg.com, and print ads will be
featured in car trades and publications such as BusinessWeek, Fortune and Golf
Digest. In advance of the advertising launch, Porsche recently sent customized
direct mail pieces -- each including a personalized Porsche 911 badge -- to
Porsche enthusiasts and past and present 911 owners.
About Porsche Cars North America, Inc.
Porsche Cars North America, Inc. (PCNA), based in Atlanta, Ga., is the
exclusive importer of Porsche sports cars and sport utility vehicles for the
United States. It is a wholly owned, indirect subsidiary of Dr. Ing.h.c. F.
Porsche AG. PCNA employs approximately 180 people who provide Porsche
vehicles, parts, service, marketing and training for its 201 dealers. The
dealers, in turn, provide Porsche owners with best-in-class service.
Throughout its 60-year history, Porsche has developed numerous technologies
that have advanced vehicle performance, improved safety and spurred
environmental innovations within the automotive industry. The company
continues to celebrate its heritage by adding to its long list of motorsports
victories dating back to its first 24 Hours of Le Mans class win in 1951.
Today, with more than 28,000 victories, Porsche is recognized as the world's
most successful marque in sports car racing. PCNA, which imports the iconic
911 series, the Boxster and Cayman sports cars and Cayenne sport utility
vehicles for the U.S., strives to maintain a standard of excellence,
commitment and distinction synonymous with its brand.
SOURCE Porsche Cars North America

Tony Fouladpour, Manager, Corporate Communications, Porsche Cars North
America, +1-770-290-3667