Our team was recruited to strategize, create, and distribute an online activation to run the Tire Rack One Lap of America, a 3000-mile road trip and time attack driving competition, and help launch the all-new Michelin Pilot Sport 4 S tire. We helped engage partners to support the activation, develop a distribution plan, and represent the brand on site during the event.
The Tire Rack Brock Yates’ One Lap of America is a motorsports event in the United States that has been held since 1984. It is the successor to the Cannonball Baker Sea-To-Shining-Sea Memorial Trophy Dash, an underground auto race of the 1970s. The original premise for both is to drive cross-country, competing in preset track challenges.
The Michelin wrapped BMW M4 received substantial press, effectively working to engage customers at activations from South Bend Indiana to Atlanta, Memphis, Sebring, Carolina Motorsports Park, Dominion Raceway and Grissom AFB. Branded content exceeded client benchmarks and was deployed across campaigns to promote the all-new Pilot Sport 4 S tire.