Dive Brief:

• Automaker Porsche is launching a web TV content campaign called “9:11 Magazine” that will serve as a video supplement to the branded customer magazine, “Christophorus,” providing information about the brand and will also be published five times a year in German and English per a company press release.
• The web TV hub also serves as part of the automakers outreach to journalists by Porsche Communications. The video magazine offers a service to online editors who can use complete episodes, individual segments and other material for news pieces.
• "The 9:11 Magazine sparks emotions, ably explains technical and technological developments and provides interesting insights into the past, present and future of Porsche,"  Josef Arweck, VP of communications, Porsche AG, said in a statement. "People are at the heart of the magazine. They tell stories that are supposed to reach and be remembered by the viewers."

Dive Insight:

As the demand for digital video grows, many brands have created YouTube channels to share content. What's interesting about the Porsche strategy is that the company has created its own branded channel for video. This suggests a belief that the company has a strong reputation in branded content — Christophorus is one of the oldest customer magazines around — and enough loyal fans to attract visitors. 

One of the more interesting elements around the new web TV magazine is it seems to be geared as much toward media as it is for consumers as it is part of the Porsche Newsroom and online editors are encouraged to repurpose content from 9:11 Magazine for news stories. 

Porsche is making a big push into digital content. Along with the new video magazine, this week the Economist Group announced an immersive ad experience promoting Porsche’s Panamera model. The campaign is called Inter/Sections and is the first integrated marketing campaign from the Economist Group. The entire effort includes a dedicated microsite that has interactive 3-D and immersive virtual reality elements to create a richer storytelling experience for visitors.