MK+R was tasked to communicate the magnitude of the 100th Running of the Indianapolis 500 a.k.a the “Greatest Spectacle in Racing” and sell out the grandstands for the world’s largest sporting event in the world. Challenge accepted.


Print & Logo Design

With such an important milestone at hand, MK+R developed a new logo and brand identity for the 100th Running of the Indy500, incorporating the iconic wing & wheel logo and forward leaning racing stripes into the design. Print posters were designed to feature IndyCar drivers and were digitally coded to be scanned, directing fans to exclusive online videos and content.



Respecting the deep heritage of the race while also forging “Fast. Forward.” was a key message for our “Milestones” TV spot to promote the 100th Running of the Indianapolis 500. A video series also supported the campaign featuring several IndyCar drivers who helped convey the importance of this once-in-a-lifetime event.


Digital Landing Page

A custom Shazam landing page was created to promote the 100th Running. The campaign also leveraged the popular music destination site to appeal to concert goers in the greater region. Personalized videos from drivers were included in addition to concert videos and artists playlists to engage viewers and boost conversions.


IndyCar drivers and the 100th Running branded racecar provided an engaging interactive platform to communicate the race and the great opportunity to gift tickets. Digital creative was later refreshed with an urgency message to buy tickets before they sold out.

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