CHROMJUWELEN // BUILDING A MOTORKultur UNIVERSE
Life is too short for ugly cars
Re-mixing the worldwide car culture and becoming a lighthouse for carefully selected and curated car content
Storytelling and content marketing
Converting a digital brand into a real life product
CHROMJUWELEN (“Chrome Jewels”, chromjuwelen.com) starts in 2005 as an online-community for car aficionados. Initiated as an independent project and founded out of pure passion, the portal grows up over the next five years to one of the most influential Motorkultur resources. The meta-brand CHROMJUWELEN becomes a lighthouse for carefully selected car content, with thousands of followers on the arising social media platforms.
Under the mission Life is too short for ugly cars, CHROMJUWELEN portrays people and cars from Las Vegas to Dubai, reports from Italien gentlemen on Mille Miglia and rough guys on the Route 66, from car lovers from the most unexpected roads and deserts on earth.
Besides (re-)mixing and curating the diverse car scenes worldwide, the platform itself functions as our own research departments for content- and community management. The meta brand works as a vehicle to study social media tools and multi media technologies—especially during our partnership with the German publishing house Axel Springer Verlag and AUTO BILD.
A short portrait about CHROMJUWELEN made by faust & heisler.
By documenting the build-up of a highly divisived custom car – The “LeSupra” – chromjuwelen.com starts getting worldwide attention. The vision has been to implant a modified 1991 Toyota Supra drivetrain into a 1972 Pontiac LeMans – and to create a street legal beast. The LeSupra embodies the character of CHROMJUWELEN as it mixes solid American Muscle with modern Japanese High-tech – and functions as a sideline as a perfect storytelling and content marketing machine. Not only online, but also offline.
Following this car, we built further show cars for General Tire and EuroPoker.
To get the brand CHROMJUWELEN touchable and to earn street credibility, we established car shows such as the MotoClub on the banks of the Elbe and the CHROMJUWELEN MOTOR SHOW on Hamburgs Reeperbahn. As a sideline we support different EuroPoker-events – not only with media and our community, but also with arranging different chrome jewels as a jackpot.
To convert the digital brand into real life and to reach more target groups with CHROMJUWELEN, we developed our own product: The CHROMJUWELEN MOTOR ÖL for classic cars. Please find more information under the button below.
While attending a vast number of international car- & press events, visiting art galleries, races and most remote garages all over the world, we have produced more than 3.000 own stories, shot myriads of photos (find a selection here), produced several videos (find a full list here) and collected more than 23.000 articles and 5.500 videos so far.