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Events

Gumball 3000 Rally

Event date: 
Sunday, June 8, 2014
Location: 
Regent Street
Client: 

There really is nothing in the world quite like the Gumball 3000 Rally. Superstars, super cars and the most adventurous, luxurious road trips across the planet. 

In 2014, Gumball 3000 appointed The Cult to oversee the return of its iconic rally to its birthplace - London - in an event that would see the whole of Regent Street closed down for an estimated 500,000 fans to catch a glimpse of the dazzling array of motors and, of course, the stars behind the wheels. 

On June 8th, a street better known for the throngs of shoppers and tourists shuffling along its pavements, was transformed into a petrolhead's playground, with displays by the London Motor Museum, Abarth cars, a huge Optimus Prime truck and dozens of super cars dotted along the route.

A kids zone kept families entertained as Capital FM DJs tool to a stage in the centre of Regent Street and the country's best extreme sports athletes competed on a specially erected vert ramp within spitting distance of one of London's busiest junctions at Oxford Circus. 

While there was plenty to keep the crowds entertained throughout the day, most were there to see the spectacle that is Gumball 3000 roaring into town. And they weren't disappointed, either. Fans climbed scaffolding and clamoured to perch on top of bus stops for the perfect view as Ferraris, Bugattis, Porsches, Aston Martins and 120 of the world's most expensive motors screeched and roared their way up Regent Street. 

We kicked off the day with another of our clients - Cirque le Soir - leading a procession of circus performers who paved the way for former world heavyweight champion David Haye, who took his place in the world famous 1960s Batmobile. 

Continuing the theme of famous motors, David Hasselhoff clung to the roof of his Knightrider co-star, KITT as he soaked up the atmosphere along the one-mile stretch. Rapper Xzibit's convertible Bentley provided a perfect throne as he entered the capital and Jonathan Ross made sure he stood out from the crowds with a bright yellow Lamborghini Gallardo.

DJ and producer Deadmau5 rocked up in his eye-catching 'Purrari' - a Ferrari wrapped in pictures of the internet meme 'Nyam Cat' - but the real star of the show, Gumball 3000 founder Maximillion Cooper, surprised onlookers with his Fiat Abarth 695 BiPosto, dubbed 'The World's Smallest Supercar'. 

With an estimated £90 million of supercars parked up in Golden Square, we then took the roadshow to London nightspot Cirque le Soir, where the Gumballers partied until 3am.

The coverage achieved in the UK amounted to over 300 articles, including eight pages in Maxim, a cover flash and six-page spread in Loaded and four pages in Sorted magazine.

We also gained double page spreads in FHM, The Times, Top Gear, Sunday Telegraph magazine and The Sun, extensive features in Hello! magazine, Telegraph Luxury, Time Out, i-D, Vice, Mail Online, Cosmopolitan, New, Now, Rio Ferdinand's #5 magazine and countless stories in national showbix columns. 

Radio One, Capital FM and even ITV's Mr & Mrs jumped aboard the Gumball bandwagon with coverage, as did New York's Page Six and online outlets all over the world. 

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