High Octane Drift - The Story of an Underdog Drift Racer
Feast Interactive Digital Agency, Toronto
Sylvania SilverStar® — Branded Entertainment
Branded entertainment can be a powerful tool within a brand’s marketing mix. The trick is to identify content that’s emotionally relevant. That’s why when we heard about the first ever Canadian Formula Drift event, we knew it was perfect for SYLVANIA.
The race took place in Quebec, a market strategically targeted by our client as a growth area, and we documented the story of an underdog, unsponsored driver getting the opportunity to compete against the best drifters in the world. Using digital outreach to spread the word, we were able to resonate with race fans in a unique way that connected them to the SYLVANIA brand on a personal level.
