From Melbourne to Long Beach
It was a busy end to April for our motorsport teams around the world, some of whom were in Melbourne delivering activations for Jack Daniel’s and MoneyGram at the Australian Grand Prix, while our North America team were in Long Beach working on behalf of NTT Data, Verizon and IndyCar at the Acura Grand Prix.
Find out more about each activation, below.
Jack Daniel’s first at-track activation with McLaren took place at the Australian Grand Prix in Melbourne, revolving around a centrepiece bar in the fanzone. ‘Jack’s Garage’ gave fans the opportunity to interact with the partnership for the first time with team inspired cocktails and mocktails, and race themed gifts with purchase.
Highlights from the weekend included appearances from McLaren Racing CEO, Zak Brown, at the Brown-Forman employee conference, and home driver Oscar Piastri at ‘Jack’s Garage’ with the latter generating local and global media coverage for some surprise early birthday celebrations courtesy of the whiskey brand.
The MoneyGram team was out in Melbourne over the Australian Grand Prix weekend, where they hosted a Race Watch party at local riverside venue, The Boatbuilders Yard. As an organisation that exists to bring people closer together, facilitating payment transfers for friends and family no matter where they are in the world, MoneyGram sought to drive engagement and brand affinity, by bringing fans closer to the action through the event. Hosted by local comedian Brett Blake, the activation included racing simulators and flash giveaways, including tickets for Sunday’s race.
In addition, to celebrate Australia becoming a MoneyGram Online (MGO) market, the team incentivized MoneyGram app downloads, offering a free drink for every download made on-site, while educating users and future users around the services offered.
NTT Data, Verizon & IndyCar
In early April, our North America team attended The Acura Grand Prix of Long Beach, a race that set its modern era attendance record by drawing more than 192,000 fans over the three-day weekend. Jim Michaelian and his team did a great job of creating an immersive experience that catered to a wide range of racing fans. Throughout the weekend you could see sports cars, vintage F1 cars, drifting and even super trucks ramping down straightaways all in addition to an amazing INDYCAR race that saw Kyle Kirkwood capture his first series win.
We were on hand servicing clients NTT Data, Verizon and INDYCAR using our exclusive money-can’t-buy experiences for a wide range of guests, many of whom were experiencing their first motorsports event.