The only motorsports program that puts consumers on-track
American Honda asked CHARGE to develop an experiential program that would connect Honda Racing fans with its in-market dealers. All while providing direct lead generation and consumer touch points showcasing the Honda Pace Car.
- EXPERIENTIAL MARKETING
- EVENT MANAGEMENT
- GIVEAWAY & DISPLAY CREATIVE
- BRAND AMBASSADOR MANAGEMENT
- LEAD GENERATION
CHARGE developed an activation strategy to put race fans inside the product on the track. The Honda On-Track Ticket event was an exclusive guest experience to introduce the Honda product line to those who are familiar with the Honda Racing brand through pace car rides on the track at racing speed. In 2017, CHARGE coordinated and managed the Honda On-Track event along with the relationships between IndyCar, race promoters, American Honda, the in-market dealer and their guests at five events.
Increased consumer and in-market dealership participation:
In-market Honda dealers utilized this program for test drive incentives and reward loyal customers. In 2017, CHARGE facilitated a 19% increase year-over- year on Honda On-Track Ticket experiences at race tracks. Providing in-market Honda dealers valuable leads that connected the dealerships to racing fans.
Developed additional exposure value: CHARGE, by managing and facilitating the pace car program and the Honda On-Track Ticket program, developed valuable branding and social influence opportunities.
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