ROAD ATLANTA
STORYTELLING
ON SOCIAL MEDIA
HOW DO YOU ELEVATE THE SOCIAL MEDIA PRESENCE OF ONE OF THE WORLD'S MOST PRESTIGIOUS MOTORSPORT VENUES? YOU TELL ITS CAPTIVATING STORY.
OPPORTUNITY
MICHELIN RACEWAY ROAD ATLANTA (MRRA) IS MORE THAN A TRACK. IT'S A PLACE WHERE PASSIONATE FANS GO TO WATCH RACES THAT HAVE THEM HOLDING THEIR BREATH AS DRIVERS PUSH THE LIMITS WITH TECHNOLOGY AND SKILLS THAT JUST KEEP GETTING BETTER WITH EACH NEW SEASON.
The rich, exhilarating history behind Michelin Raceway Road Atlanta has made it a prestigious destination for product launches and large events. So, when the team at MRRA said it needed help with its social media, we hit the track running.
STRATEGY:
Our strategy was simple: Amplify Michelin Raceway Road Atlanta's voice and brand awareness in a way that was aligned with the track's history and culture.
OUTCOME:
In the nine months prior to JACKSON's managing the raceway's Instagram, Facebook and Twitter accounts, the track had published less than 200 posts and received just over 45,000 engagements across all three channels. Being the data junkies that we are, we couldn't help but compare those numbers to the results from our first nine months on the job. The difference was big. With a 163% increase in engagement across channels, it was clear followers and social media users were excited about the stories being told there.
OFFICES
