IMSA season draws to a close


Jam-packed season finale at Road Atlanta

We were kept busy at the recent IMSA grand finale in Georgia, delivering for a range of clients who we’ve worked with throughout the season. The activity included hosting a first-class hospitality experience for Mercedes-AMG and delivering the final stop on the Mazda experiential tour.


Mercedes-AMG hosted more than 120 guests throughout the final round of the IMSA SportsCar weekend at Road Atlanta. Guests, including local Mercedes-AMG customers and Mercedes-AMG Private Lounge members, were treated to a first-class experience with full-service hospitality, guided paddock tours, IMSA hot lap rides, and complimentary shuttle transfers featuring a full line-up of Mercedes-AMG vehicles. Fans at Petit Le Mans were also invited to participate at the Mercedes-AMG Iron Schockl display in the Road Atlanta Fan Village. The Mercedes-AMG Iron Schockl challenges the Mercedes-Benz G-Class by forcing it to undertake a 100% climb, or a 42-degree incline.

We worked with Mercedes-AMG on their full hospitality programming along with product specialists and brand ambassadors for the 4,000 sq ft Mercedes-AMG chalet.

Mercedes AMG Iron Schockl ChallengeMercedes AMG showroom at IMSA finale


Petit Le Mans at Road Atlanta was also the final stop on the Mazda experiential tour, and we worked with Mazda to develop a brand experience display to showcase their product. We brought the POD trailer on-site, which showcases Mazda’s connection to motorsport via two, three-screen full motion racing simulators. We also coordinated another round of the Mazda Hot Lap Challenge, which encourages fans to post a lap time on the simulators to try to win exclusive access to the 2019 Rolex 24 through Mazda.

With a 100-by-100 footprint to design, construct and operate, the team created several features to bring Mazda’s brand to life. To showcase three of Mazda’s most impressive feature offerings - Design, Motorsports and New Technology - the footprint included a 30x30 tent with a custom built 10x30 interactive wall, a racing pod trailer with a rooftop area for Mazda owners, a prototype show car of the all-new Mazda Team Joest RT24-P race car, and two race simulators.

Also on-site was a full production vehicle line-up, consumer giveaways and driver appearances and speaker sessions throughout the weekend. A keychain engraving machine provided custom engraving on Mazda-branded keychains for fans, and a coffee art station allowed fans to take a selfie and watch that selfie be printed on top of a cup of iced coffee with edible ink. In addition to that, we invited several online personalities to the event to serve as on-site influencers and hosts for several live streams from the Mazda display.

Successful implementation of fan engagement elements, coordination with Mazda Team Joest, fan participation throughout the weekend and an efficient load-in and load-out led to a great end of season activation for Mazda.