Japanese premium carmaker Infiniti created a buzz about its brand last night by hosting an invite-only InfinitiGate party in London's Covent Garden.
With a headline DJ set from Mark Ronson (pictured) and support from celebrity agency London Flair PR the event attracted personalities from British TV, film and music industries such as actors Jimmy Akingbola, Rob Ostlere and Lauren Drummond from BBC1's Holby City, David Harewood from Channel4's Homeland, Jacqueline Jossa and Ace Bhatti off BBC1's Eastenders and X Factor runner-up Amelia Lily.
In addition, several hundred members of the public were on the guest list of the free-of-charge event after they applied through social media and Infiniti UK's website.
However the event was oversubscribed, leaving some 100+ invited guests queuing outside for two hours before they could enter.
Infiniti told AM the aim of InfinitiGate was to raise the profile of the brand as a cool, fun, premium carmaker, and create a social media buzz.
It saw the event as a more vibrant, engaging way of generating word of mouth marketing than spending a fortune in national newspapers, said its spokesman.