Bentley has teamed with Wired magazine in an exclusive content partnership to promote the UK launch of the new Continental GT V8S, as the car manufacturer looks to attract a younger consumer base.
The deal will see Wired given special access to an exclusive VIP launch event of the new model in July, where it will create a ‘bespoke projection mapping and sound art installation’.
Wired will feature coverage of the event and create both online and offline content. A special cover wrap issue of Wired magazine will be distributed ahead of the event and the partnership will continue until the end of August.
Kiran Jay Haslam, head of marketing Bentley UK said: “In our own understated way, we have always pioneered and utilised innovation to develop the perfect blend of both luxury and performance into everything we do at Bentley. This event has everyone excited, and the key ingredients are all there to totally re-shape what one would expect from a Bentley experience.
“I can’t say more at this stage, as it’s a surprise for the lucky few who will be attending, however, Wired were the perfect media partner to help us deliver what will be an amazing midnight party!”
The deal was negotiated by Omnicom Media Group’s PHD.