The MiTo SBK was a product of a multi-year collaboration with the FIM Superbike World Championship, for which Alfa Romeo is Official Sponsor and Safety Car Provider.
The only budget for promoting the new model was allocated to PR and Alfa was looking for a creative launch mechanic that would showcase the new model, champion the Alfa brand and cement their link with World Superbikes.
Performance Communications came up with a world-first driving stunt that would see a superbike ride UNDER the chassis of the MiTo SBK as it drove on two wheels around a corner. Getting precision driver Paul Swift and superbike legend Chris Walker on board, Performance Communications planned, orchestrated and supervised the stunt.
With the images and video ready to go, PPR rolled up their sleeves and broke out the media relations steamroller.
The video broke 100,000 views within two days of being uploaded and passed 200,000 shortly after. All views were organic, promoted only through media and social outreach by Performance Communications. The Tweetreach for ‘MiTo SBK’ was in excess of one million in the week following the video and image launch. Print coverage highlights included pictures in the Daily Star, Sunday Mirror, Daily Express, Motor Cycle News and a double-page spread in Zoo Magazine. Online coverage was extensive across automotive, bike and lifestyle/general interest channels.