Driving Success at Road America: A MetaMartini Partnership with GRIDLIFE

Sometimes in marketing we have opportunities to partner with incredible organizations to truly create something incredible. While every partnership at MetaMartini is special, in June of 2024 the MetaMartini team was able to develop a partnership with GRIDLIFE, a world-renown automotive event organization based in the Chicagoland area.

This partnership focused on the Sumer Apex Festival, the first event of its kind at the prestigious Road America, a 4.1-mile, 14-turn road course in scenic Elkhart Lake, WI.

Together with the GRIDLIFE team, MetaMartini was able to develop a collaborative marketing strategy that focused on getting the Summer Apex Event in front of the right people at the right times. Over the 60 day partnership, the MetaMartini team was able to develop and execute a comprehensive marketing strategy for local and regional enthusiasts, execute and manage a paid advertising strategy that focused on ticket sales, and backed it with a physical activation at the event. This collaboration ultimately led to making this event the biggest of its kind at Road America.

Here’s how we did it:

Developing and Executing A Comprehensive Marketing Strategy | Getting The Summer Apex Event In Front Of The Right People At The Right Times.

Leveraging our deep connections in Wisconsin’s automotive culture, our team ignited the local automotive communities with a dynamic social media strategy. By tapping into well-known platforms like Wisconsin Car Enthusiast Club and MartiniWorks, we ensured widespread event promotion. Additional engagement came through organic posts on Alex.Martini__’s social media channels, further establishing the Summer Apex Event as a can’t-miss gathering for car lovers across the region.

Comprehensive Paid Advertising Campaign

Together with the GRIDLIFE Team, we initiated a 45-day paid advertising campaign that was specifically targeted at local car enthusiasts. This effort achieved 1,186 link clicks at a cost-effective rate of $0.19 per result, reaching over 45,600 individuals. The campaign significantly amplified ticket sales and heightened anticipation for the event.

The Concours | Showcasing The Best Builds In The Area

In collaboration with GRIDLIFE, MetaMartini proudly hosted the Concours event, showcasing the finest automotive builds from around the area. Our team’s expertise was pivotal in extending exclusive invitations to top regional builders and managing the logistics to ensure a seamless experience for everyone involved.

The Results

The Summer Apex Event drew an unprecedented crowd of over 3,500 attendees and featured more than 120 top-tier show cars. It was a landmark occasion, marking the first event of its kind at Road America and setting a new standard for future GRIDLIFE Summer Apex Festival Events.

Conclusion

At MetaMartini, we’re more than just marketers; we’re passionate members of the automotive community. Our collaboration with GRIDLIFE at the Road America Summer Apex event is a testament to the extraordinary outcomes that can be achieved when passion meets purpose. Whether you’re looking to promote your event, engage with local enthusiasts, or showcase the best automotive builds, MetaMartini is here to help you drive success. Let’s scale your brand together.