SITUATION

Verizon Wireless wanted to develop an affinity with motor sports fans, drive product and service sales, and entertain clients at events.

SOLUTION

We created a multi-year strategic alliance with Road Atlanta and Panoz Racing School that offered Verizon Wireless direct access to event ticket holders through email and direct mail campaigns; one-to-one communication with a brand experience for motor sports fans; a sales promotion at a Verizon Wireless retail location offering Road Atlanta event tickets; and event tickets for Verizon Wireless to entertain clients.

RESULT

Over the past three years, Verizon Wireless has built a rapport with motor sports fans through the integrated marketing opportunities that we created. Verizon Wireless is now the number one provider of services to Road Atlanta motor sports fans.