MK 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 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 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 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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