THUMB_FERRARI_ROLEX24
INSTAGRAM HACK DEMO
UGC CONTEST

Fans submitted stories about their first Ferrari experience for a hospitality tent ticket give-away.

INTERACTIVE WALL

Hospitality tent attendees posted content live throughout the Rolex 24 weekend.

POSTERS FOR PRINT AND SOCIAL

Ferrari – Firsts

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.

The hospitality tickets sold out in under a week and Fans ate up the content, blowing the wheels off previous engagement benchmarks.

Creative Direction - Digital Design - Experiential Design - Social Content