Case Study

Getting Hearts Racing

Sponsorship Activation

Challenge

Gain Pole Position

Thousands of motorsports fans travel across the globe to see history be made at the Formula One US Grand Prix in Austin, Texas. And while these automotive adventurists are there to catch a millisecond of the cars speeding by, they are also looking for high-touch experiences. Alfa Romeo wanted to stand out among the competition and collect meaningful leads from this high-value target audience.

Solution

The Ultimate Pit Stop

We leveraged the beauty and boldness of the Alfa Romeo vehicles to execute the most visually dominant footprint within Circuit of the Americas. Retro roadsters, current models and F1 race cars were all on display for enthusiasts to check out every detail. Italian-inspired treats, exclusive merchandise and consumer interactives entertained attendees while VIP guests were treated to a lounge experience with a view to the track. This activation continued Alfa’s legacy of rich consumer experiences and beautifully executed environments; inspiring a passion for automotive excellence.

Fans provided contact information before entering
The design heritage of Alfa Romeo was on display

Results

Taking a Victory Lap

Alfa Romeo drove connections with racing fans, including thousands of hot leads.

268,000

Race Attendees

1,050,700

Event Impressions

5,428

Activation Registrants

2,400

Exclusive Brand Premiums Distributed

“This is the first time in my life I have been this close to a racing car. I was so excited I couldn’t sleep last night.”

– COTA Racing Fan

Think Big

Let’s Make Something Incredible

We’re ready to listen.