BIG FISH, SMALL POND.
A SPORT DIMENSIONS PERFORMANCE MARKETING CASE STUDY
Gumout and the Black Magic brands had to remain relevant in the competitive car care and automotive maintenance market. Out-budgeted by the big guys, the plan of attack had to be very strategic and efficient with high impact programs. And that’s just what Sport Dimensions did.
See this campaign in action.
Increase brand awareness for Gumout and Black Magic and leverage economical assets with compelling content.
Align with value-rich, highly targeted and viral racing series called Formula Drift. This aligned much better with Gumout’s target audience and millennials. The lower price point assets allowed Gumout to allocate more for activation and create engaging ideas and content to support the sponsorship.
Gumout increased brand presence among the millennial Formula Drift through online video content and by leveraging the large social reach of their driver Ryan Tuerck. Retailer engagement with the brand increased through multiple co-activation efforts on and off the track, all of which will be taken to the next level in 2017.