MK+R was tasked with maintaining the momentum coming off the 100th Running of the Indianapolis 500 which attracted a sell-out crowd of the world’s largest single day sporting event. Certainly, not an easy feat. The campaign integrated bold 3-D type into the greatest moments of the Indy 500.



The bold campaign was well-suited to tout all the aspects that make up “The Greatest Spectacle in Racing ®” — from the world-class drivers to the world-famous venue. This 2-page spread was featured in Racer Magazine.


MK+R targeted digital video campaigns to reach two key audiences: race fans and entertainment seekers. Additionally, a video starring IndyCar drivers pointed out the greatest aspects of the Indianapolis 500 from their perspectives.


Digital Landing Page

The MK+R digital team overhauled the landing pages for all races to showcase the key events, activities, recent social posts and ticket options for race fans. Pages were responsive, dynamic and mobile-friendly. A tips section of the website “Indy 500 101” was also built to help newcomers navigate the race like a pro.



When visitors from around the world arrived in Indianapolis for the “Greatest Spectacle in Racing,” they were surrounded by the larger-than-life traditions the Indy 500 had to offer. A pinpointed OOH strategy showcased a variety of key campaign visuals in local and regional markets, including a dedicated downtown activation to reach race fans.



The bold campaign treatment continued throughout digital placements showcasing all the greatest aspects of the Indianapolis 500. The MK+R media team established a targeted digital media buy, including paid social to reach prospects and monitored campaigns real time to ensure a return on investment.

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