The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

DriveTribe Renault Marketing

DriveTribe broadens ad offering after inking deal with Renault

Author

By Jennifer Faull, Deputy Editor

June 1, 2018 | 4 min read

Renault is the latest advertiser to invest in auto publisher DriveTribe’s fledgling ad offering, which has seen the company forge its first media partnership and commercialise its gaming app, Joyride.

Renault

Renault parters with Top Gear trio's DriveTribe

DriveTribe was launched by former Top Gear trio Jeremy Clarkson, James May and Richard Hammond in 2016 with the vision of creating a community-focused media company that would act as a social feed, a forum and a content publisher. On the platform, there are thousands of different ‘Tribes’, which group together content or conversations relating to a specific topic.

It took two years for the company to sign up its first advertiser in Audi, which used the platform to push content around its electric vehicle plans and products.

But with the onboarding of Renault, DriveTribe has not only secured another six-figure marketing deal but has broadened the package it can offer to advertisers.

Renault will use DriveTribe to launch the new Mégane RS model and promote its arrival on the Sim racing platform, Project Cars 2.

As part of the deal, Renault will sponsor DriveTribe Gaming, the first of a new set of ‘Tribes’ that caters to the growing community of gamers playing car and racing games. This segment – composed of millennials and gen Z individuals – is seen by Renault as a key target audience.

"DriveTribe has become a central hub for budding social media influencers to showcase their content and engage with like-minded people. Gaming is just one example of a community that has organically emerged,” explained Jonathan Morris, chief executive of DriveTribe.

Renault will run three different video series within these ‘Tribes’, featuring Sim racer Jimmy Broadbent, presenter and influencer Queen B and World Rally Cross driver Oliver Bennet.

As part of the deal, DriveTribe has also forged an agreement with lifestyle publisher Joe.co.uk, marking the first time it has partnered with another media owner on an integrated campaign.

And in another first, Renault will run display ads run across Joyride, DriveTribe’s recently launched gaming app.

"We are really excited to be launching the new Renault Mégane RS with DriveTribe as part of a wider partnership. We know that gaming and Sim racing is a core passion for the Mégane RS audience, so partnering with DriveTribe and the new gaming vertical to bring this integration to life is a really great fit," said Adam Wood, marketing director for Renault UK.

“We're also delighted to be the first brand to run advertising with DriveTribe in the UK, as well as the first brand partner to sponsor new DriveTribe app, Joyride. Our launch, which is a joint partnership with DriveTribe and Joe.co.uk will target a core petrolhead audience, but also look to engage a broader lifestyle market through original content production, influencer led activation and editorial support."

The Drum recently spoke to Renault's head of data, social and CRM about how the car marque is embracing the power of machine learning to inform the decisions it makes about influencer marketing.

DriveTribe Renault Marketing

Content created with:

Renault

Find out more

More from DriveTribe

View all

Trending

Industry insights

View all
Add your own content +