Creative Direction • Digital Design • Experiential Design • Content Creation
For the Rolex 24 race Ferrari challenged us to both sell out seats for its hospitality tent and prove its leadership among manufacturing competitors, like Audi, Ford, and McLaren.
We developed a campaign that celebrated Ferrari “Firsts” – a nod to the many “first” facts relevant to the brand. These included the First time the Ferrari 488 GT raced in North America, the First female Ferrari driver at the Rolex 24, the Ferrari Hospitality Tent located at the First turn of the course and Ferrari’s (anticipated) first place position in the race.
For the campaign we created original illustrations for social & digital efforts, a ticket giveaway through a UGC contest, a custom Instagram grid, and a socially-driven interactive wall at the hospitality tent.
INTERACTIVE INSTAGRAM GRID
Followers scrolled through a collage of Ferrari 458 imagery, videos and facts and mid way through the experience flipped the phone to continue exploring the new 488 model.
CONTENT SWEEPSTAKES FOR HOSPITALITY TICKETS
Fans were encouraged to submit stories about their first Ferrari experience to win tickets to the event
ON-SITE INTERACTIVE SOCIAL DISPLAY
Attendees, promoters and brand ambassadors were able to submit photos from around the raceway and have the content appear in the hospitality tent real-time
ILLUSTRATIONS FOR POSTERS AND SOCIAL CONTENT
The hospitality tickets sold out in under a week and Fans ate up the content, blowing the wheels off previous engagement benchmarks.