Indy 500 VIP Experience

The ultimate VIP experience leveraged for engaging storytelling.

The Story

The Indianapolis 500 is an event unlike any other. Not just race, but unlike any event in the world. Its heritage is unmatched, having been run since 1911 at a track founded by some of the most influential American business people of their time. The event has grown each year and featured world-famous celebrities, record-setting debuts, record-breaking speeds and generations of passionate competition.

It is estimated between 300,000 and 350,000 people attend the race each year making it one of the largest single-day sporting events in the world. The energy is unmatched, and the platform is glowing. The event is highlighted other reasons as well, such as being featured on Memorial Day Weekend and shown as part of the biggest day in motorsports with Formula 1, IndyCar and NASCAR all competing in the same day.

For some sponsors, it is the ultimate opportunity to activate and integrate the different assets you have across the three series.

Estimated fans onsite at the Indy 500


Video views from the campaign


HubSpot Video


When you have such a massive event, the opportunity for maximum VIP experiences gets magnified. We are no strangers to orchestrating the unthinkable around this event. We have chartered a plane and flown guests from Indy to Charlotte to view 2/3 races featured in one day as part of a media campaign. We offer our guests police escorts from the hotel to their suites turning a multi-hour wait into a 15-minute cruise. We also negotiate directly on behalf of our clients to secure once-in-a-lifetime and can't-be-bought experiences for our guests such as meeting team leadership or getting an exclusive VIP private tour of the coveted basement of the Indianapolis Motor Speedway Museum.

Some years, especially if there is a product launch or something that needs a little more coverage, we will invite specially chosen ambassadors and content creators through our expansive network to document their experiences. This group got to experience things you can hardly imagine. Golfing at the Speedway Links Saturday morning? Indeed. Private dinner with Mario Andretti the night before the Indy 500? Yes. Official Pace Car Rides before the start of the race in front of 300,000 fans? Yup. Garage and pit access? Certainly.

The event generated international business connections as our guests made excellent use of their time together in person. The content we directed produced over 10,000,000 views and engaged tens of thousands of the campaign's target audience.