The Definitive Guide to Motorsports Marketing
How a side project turned into 50,000,000 views.
This project revolved around one of ITW's recently-acquired chemical brands, Gumout. To raise the profile of the brand, we sought out to make a splash to support and integrate their partnership with Formula Drift.
We guided one of the most talked-about engine swaps of all time taking a Ferrari 458 engine and dropping it in a Toyota GT-86. Working closely with Donut Media, we launched a series of videos documenting the build. These videos generated over 20 million views for Gumout on YouTube alone and reached over 50 million leveraging multi-platform integration for the campaign.
With the focus on ROI, and tracking every marketing dollar spent back to awareness results for the brand, we recommended to go bold and document the whole thing for the world of the DIY enthusiast target audience.
Working with Donut Media, we produced numerous videos documenting the build. These generated over 20,000,000 views for Gumout on YouTube alone and reached over 50 million leveraging multi-platform integration.
This project car turned into an event wherever it went. Enthusiasts from all over the internet were tracking its every move, from appearances at various Formula Drift events to tire-burning donuts at SEMA in Las Vegas.
In the early part of 2016, professional Formula Drift driver Ryan Tuerck just returned to LA after having the chance to drift a Ferrari 458 Italia. He was ecstatic about the experience and was inspired to get after one of the most ambitious engine swaps ever performed.
We huddled together with Ryan and Gumout and came away from that meeting determined to start a unique side project together. What started out at as a fun kit car grew to become the ultimate topic of enthusiasm in the do-it-yourself and performance enthusiast market.
Working with Donut Media, we produced a series of 11 videos documenting the build. These generated over 20,000,000 views for Gumout on YouTube alone and reached over 50 million leveraging multi-platform integration for the campaign. After the car was built, we put Ryan behind the wheel for some thrilling donuts and drift sequences through 2016.
The car was also featured in prime placement at the massive SEMA show in Las Vegas and turned out to be the talk of the show, drawing thousands of fans around it. The sights and sounds turned Gumout into the belle of the ball. After all, it was Gumout's involvement in motorsports sponsorship that allowed this all to come together.