1. How Chip Ganassi Racing Cracked the Millennial Market with One Concert
Chip Ganassi Racing faced a problem: their audience was aging and more connected to a particular car or driver than to the sport in general. To keep momentum and build fandom, Ganassi needed to reach a new audience— millennials—in a new way. They did so with an event called Sound Garage, which they boosted through Intelligence and Experiences, and then tracked with Conversations.
The Results
35M
potential reach
7.4M
reach 2x
attendees year-over-year
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