High Octane Drift - The Story of an Underdog Drift Racer
Feast Interactive Digital Agency, Toronto
Our digital agency recognizes the importance of branded entertainment within a brand’s marketing mix, so we took advantage of the first ever Canadian Formula Drift event to document the story of an underdog, an unsponsored driver getting the opportunity to compete against the best drifters in the world.
The race took place in Quebec, a market that was strategically targeted by our client as a growth area. The timing was perfect. It gave us an opportunity to connect with this niche market in a unique way that resonated with them as race fans. We used digital outreach to spread the word, and the result was a highly intrigued audience thatconnected with the brand on a personal level.