MOTO GP - CIRCUIT OF THE AMERICAS
Racing is part of Dainese’s DNA. More specifically all of the products we create begin at the Moto GP level and trickle down to the average rider. With that said, there is only one Moto GP race held in North America ever year and it takes place in Austin Texas. Knowing that our core audience will be in attendance at this event we understood the importance of building an experience that our consumers will remember us by. The 3 years prior we had grown our presence at COTA with the idea of becoming a staple brand at the event.
In 2018, we brought our 40x40 ft inflatable tent that served as a pop up retail store. Throughout the entire weekend the line was out the door and around the corner and it never seemed to end. Next to the tent was our experiential marketing trailer that is modular in shape, design, and theme. in 2018, our main focus was the everyday D-air jackets available to the public. We ran live deployments, trivia games, CRM data collection, promotional models, a DJ, as well as 3 autograph signings from some of our pros. Needless to say the event was a huge success!
Below is a quick recap of the entire weekend.
SOCIAL MEDIA
Throughout the weekend we published multiple Instagram stories that were pre-edited like the one you see at the right. Our goal was to show a BTS look at our setup and event while maintaining a premium look and feel on our social channels for both @Daineseofficial & @AGVhelmets. Each one of our videos saw a 80% increase in views (in comparisons to our weekly stories), and we had over 300K views on all our stories between the 2 brands.
