Engaging 3,100 consumers up to 300,000 square feet of activation space
The Rolex 24 Hours of Daytona, known as the Rolex 24, is a 24-hour sports car endurance race held annually at Daytona International Speedway. The race, with 25 hours of non-stop broadcast coverage, marks the beginning of the racing season each year and continues to be one of the only sports across the board with significant increases year-over-year in attendance and in television and digital consumption.
Since 1962, racing legends that span the motorsports universe have come to compete in this endurance sports car classic. From sunrise to sunset to sunrise again, fans from around the world witness this twice-around-the-clock marathon.
This year, we were deeply involved working with brands to engage consumers and fans through activations on the ground at Rolex 24, representing four clients including the production of Daytona International Speedway’s opening ceremonies. Throughout all activations, 33 CSM staff were on the ground, more than 3,100 consumers were engaged, and nearly 300,000 square feet of activation space was covered.