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Ice Drift World Record

The Brief.

We were tasked with starting 2023 with a bang, promoting Škoda’s electric vehicle technology and the sporting credentials of its newest model, the Enyaq vRS.

We needed to gain media coverage in a wide range of automotive and non-automotive media titles. We also needed to capture a large quantity of photo and video assets to be shared with media and used by Škoda for promotional purposes.

The Response.

We proposed a world record for drifting a car on ice, working with Guinness World Records for an ‘official’ title.

We joined up with Evo magazine as media partner (several years after they set another record with Škoda at the Bonneville Salt Flats), with one of its journalists driving for the record, before creating a PR and comms plan, video and photography briefs, sorting project logistics, liaising with GWR on record technicalities and engaging required contractors.

The Results.

We achieved two world records, breaking the existing record for drifting a car on ice and setting an all-new record for an EV drifting on ice.

Evo magazine created an eight-page feature in its UK and international editions, plus a video.

In total there were:

  • 19 pieces of national coverage
  • 94 pieces of UK coverage in total

Coverage extended through Europe, Australia, India and the USA, while Škoda HQ promoted the record globally.

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