In 2016, Jeremy Clarkson, Richard Hammond, and James May took on a new adventure launching their own show at Amazon Prime Video. This was the first truly global show for Prime Video and quickly became the most watched show worldwide on the service.
The social media strategy focused on staying authentic to fans of Top Gear but being relevant to the new journey of the show. The goal was to make fans feel as if the social media was done by Clarkson, Hammond, and May themselves. It was to be raw and true vs traditional social media marketing.
The journey began with Clarkson, Hammond and May debating potential show names, leading to over 28,000 name suggestions and articles in print media worldwide.
It also featured an incredbily long but accurate hashtag: #TheStillVeryMuchUntitledClarksonHammondMayAmazonPrimeShowComingAutumn2016.
The strategy always relied on fans of the show, who would always be more clever than we could be. Therefore listening and amplifying fan conversation was important and drove multiple trending topics.
Over the course of 3 seasons, more than 1,000 articles were written about The Grand Tour’s social media approach with more than 6 million following The Grand Tour organically on social.
Leaning into the cheeky nature of the presenters, three giant heads were trasnported across the world. At the end of the journey, fans were given the opportunity to win the heads by sharing where they would put their giant head and using this very simple hashtag.