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Brand & Ticket TV: "I am the Engine" & "Launch Control"
The IndyCar Series was providing marketing materials to local race track promoters. For free. All the promoters had to do was run them with local media outlets. But hardly anyone was, leading to a message that was neither uniform nor accomplishing league goals.
Having learned that promoters thought the materials were not event-focused and that they slanted too heavily toward the Indy 500, we struck a creative balance between the IndyCar Series' branding needs and promoters' turnstile needs. We created a high level of excitement and buzz about IndyCar coming to your town, similar to when the hottest rock stars come to town. This would be a rare opportunity to see some of the biggest names in racing, up close and personal.
In just three years the number of promoters using the provided TV spots skyrocketed to 70%. In other words, a checkered recent past turned into a green flag finish.
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