MGLive! – An extension of MG Motor’s experiential community building strategy

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MG has a rich history, a club culture (thanks to the MG Car Club!) and quality cars that today also have a share of the glory. No doubt, one of the oldest and largest car clubs, the MG Car Club has over 70K members from all over the world who come together to form the MG family. A loyal and ever-eager group of people, they share one thing in common, the love for MG cars. The MG Car Club also hosts MGLive! – a get-together for MG owners and their MGs.

Bringing the ever-burning flame of MG loyalty to the digital spectrum, MG Motor India recently brought the iconic brand that constitutes a prominent part of automobile history to India. The cult brand activated its digital platforms and connected with its classic car owners by creating experiential events for the community, as well as focusing on people via its content and most recently the #StoriesOfMG video series.

And recently, to communicate the grandeur of owning an MG machine to the Indian digital audience, the brand decided to familiarize the audience with a unique MG experience, the MGLive!

At the Silverstone Circuit – a famed British Grand Prix circuit, over two days MG Car Club hosted the 68th edition of the celebrated gathering of MG owners from around the world. The 68th edition of this voluminous congregation of MG owners brought together some of the finest machines from the oldest MG’s to the MG’s that turned heads in the 70s to the MG’s of today. More than 3500 beautiful MG’s had turned up at the Silverstone but it was the Young Members Group which definitely made its impression on us. The Car Club is making an effort to involve and create experiences for the younger aspirants and true to MG, we can assume that these young members would share the same passion for the new MG’s like the classic MG owners.

Also Read: Brand DNA: MG India’s digital strategy is all about storytelling and experiences

Witnessing over 16 races, more than 300 drivers and a mixture of 10 different championships at MGLive!, two MG owners from India, Mr. Madan Mohan and Mr. Amit Maheshwari also became the members of the MG Car Club.

Hosted by MG Car Club - General Manager Adam Sloman, the media, car owners and influencers toured Kimber House and watched the legendary racer and performer Russ Swift show off his skills behind the wheels of MG cars. Performing parallel-parking manoeuvres and other stunts, he enthralled the audience at the 68th MGLive! as the Indian members enjoyed riding shotgun in some of the most classic MG Cars such as John Day’s 18/80, Jim Andrews’ VA Tourer, Bill Silcock’s TD and Debbie Brading’s MGB Roadster.

The tour was covered and amplified via MG India’s digital networks including a dedicated strategy for their Instagram launch and the first Instagram live. With the array of influencers and third-party collaborators MG Motor India gave this experience to, we can foresee extensive experience led content from the brand especially on their digital channels. The heart-warming and equally breath-taking moments spread over two days were encapsulated within pictures, videos, live feed via multiple third party collaborators that offered the digital audience, a glimpse into the monumental event.

MGLive! was definitely an unforgettable experience for all the people who turned up at the iconic Silverstone circuit. We are looking forward to what MG Motor India has in store for us, come 2019 – we hope that they can bring such experiences alive for the Indian audience as well.

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