Michigan International Speedway Event promotion + ticket sales
The options an average consumer has to spend their leisure time and money on are endless. Michigan International Speedway wanted audiences to choose its races. The goal was simple—sort of: put butts in seats. Ticket sales are used as a measure of success but engaging a diverse market of potential ticket buyers is not so easy. Plus, MIS wanted to drive people to its Keloorah music festival, held on NASCAR race weekends.
First, we developed the brand positioning and identity of the music event. From there, we built an integrated media campaign that included TV, print, radio, and outdoor, plus digital display and search ads, social media ads, and Pandora.
We worked closely with MIS’ parent company ISC’s digital advertising team to help it create analytics and tracking classifications and rules that are now standard within the sport.
MIS got lots of butts in seats. But the true outcome of ddm’s long-time relationship with MIS can be measured in pride. We helped develop best-in-industry advertising and maintained a total media partnership from 2004-2018.
MIS trusted ddm to innovate as partners—as long as our creative engagement drove effective results. From enhancing overall positioning to increasing ticket sales, ddm was accountable. And we don’t forget that.
- Marketing + Communications Strategy
- Content + Communications
- Branding + Design
- Media Planning + Buying