Grand Prix of Long Beach
- 192,000 attendees
- +43% dealer leads year over year
- +33% net sentiment over the average for the Acura brand
- +234% social media impressions year over year
- Over $7 million in earned media value
Acura has a long and winning history in racing, including as the title sponsor of the Acura Grand Prix of Long Beach (AGPLB).
Acura had quite a few goals to hit at this year’s event:
- Preparing electrification messaging
- Promoting the Type S lineup
- Launching the new Integra Type S
- Strengthening owner retention and enhancing consideration/lead generation.
As Acura’s experiential marketing partner, GPJ was there to make sure they hit their goals.
To ensure success, Acura participated in 26 promotional events leading up to the race, leading to a 170% increase in data capture compared to the previous race. At various promo events, 3,841 people scanned the QR code to opt in to the mailing list and win tickets to the race.
Below are just some of the surround events and activations that made the project so successful:
Acura hosted invited members of the media at their hospitality tent in the paddock. There, they had the opportunity to see Acura’s lineup of performance vehicles and take a hot lap around the AGPLB track.
For the second consecutive year, Acura hosted an exclusive reception for members of the race teams, media and invited guests. The reception provided the opportunity for teams to unwind in the Acura atrium with premium hors d‘oeuvres and cocktails.
Static Vehicle Displays
There were over 30 Acura and Honda vehicles on display throughout the AGPLB grounds, atrium and lifestyle expo, allowing consumers the opportunity to get inside and experience both brands.
The Type S Garage
The Type S Garage was a highlight for attendees, where we built out an IRL version of Noburu’s Garage from the animated series Chiaki’s Journey.
Chiaki’s Journey Vol. 2 and Noburu’s Garage provided a new and authentic eye-catching element for attendees to engage with, and created opportunities for integrations with Acura’s social media and licensed merchandising teams.
Acura partnered with SiriusXM who provided a DJ in the Atrium and kept the crowds energized and excited to engage with the Acura brand.
To round out the strategic and creative brand experience, there were concerts (a collaboration with our sister agency G7 Entertainment Marketing), an Acura owner’s lounge, licensed merchandise and merch giveaways. Many thanks to all our partners, including CHARGE, MullenLowe, G7 and Kissd.