The Art of Performance Tour let people put the new Jaguar XE through its pace while starring in their very own action movie—blurring the lines between social activation and experiential event. The Art of Performance Tour successfully generated social buzz and, ultimately, countless pre-order reservations for the Jaguar XE and F-PACE. A provocative invite video dared people to sign up for the Art of Performance Tour using Facebook. After attending the Tour, people were sent a link to their very own action movie-style trailer, which they could share with friends, further promoting the Tour and the Jaguar XE. The campaign doubled online and showroom traffic, generated 1 million organic and 50 million total views, and was named best interactive campaign by Media Post.