The Rolex24 at Daytona is the first and most important GT race of the season. In the past Ferrari focused on limited social posting for event promotion. This year, the challenge was to 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 race’s competitive spirit and 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 and the The Ferrari Hospitality Tent located at the First turn of the course.
For the campaign we created original illustrations for social & digital efforts, a ticket giveaway UGC contest, a custom Instagram grid, and a socially-driven interactive wall at the hospitality tent.
The fans loved the initiatives, exceeding engagement benchmarks. And the campaign succeeded in selling out tickets within a week of its launch.