Case Study: Turbocharging Social Media for the Detroit Grand Prix
We are beyond excited to share the story of our partnership with the Chevrolet Detroit Grand Prix presented by Lear. It has been a dream come true to have the opportunity to tell the story of the Motor City and this electrifying event. The results are in, and we think it’s safe to say that our months of hard work and strategizing have paid off tenfold.
“It was a fantastic weekend in Downtown Detroit and we were so happy to see so many fans join us for the Chevrolet Detroit Grand Prix presented by Lear,” said Michael Montri, President of the Chevrolet Detroit Grand Prix presented by Lear. “From the racing on track to the packed grandstands and the strong viewership and social media coverage, it was a memorable three days in the Motor City and we appreciate all the support from our 95 partners – the most we have ever had at our event – as well all of our fans, to make this year’s Grand Prix so special.”
Read on to see how we did it!
The Challenge:
With a late start in March, we had a tight timeline to rev up the Detroit Grand Prix’s social media presence and drive engagement. The goal was to expand their audience and increase reach while drumming up excitement among fans and partners to drive ticket sales.
The Results:
Social media metrics for the Detroit Grand Prix reached an all-time high in 2024:
- Social channels delivered a total reach of 10.5 million during race weekend with over 576,000 total engagements.
- INDYCAR video views on YouTube measured 1.79 million during the Detroit Grand Prix weekend, representing the second-highest total of any NTT INDYCAR SERIES event this season after the 108th running of the Indianapolis 500.
- We achieved 1000% social media growth, turning casual followers into passionate fans.
- Targeted ads helped drive ticket sales and boost event attendance, with grandstands sold out on Sunday.
- On Instagram alone, we saw a year-over-year increase in the following categories:
- Plays: 912.11%
- Reach: 26.63%
- Shares: 1867.04%
- Reactions: 616.52%
Top Performing Posts
Our Approach:
Collaborative Partnerships: We leveraged Instagram Collab posts to increase visibility and engagement. These posts allowed us to share content across multiple profiles, reaching new audiences and driving interest. We introduced the event to new fans and built strong relationships with sponsors, stakeholders, and brands.
The Human Element: Anyone who has ever worked with KARMA jack knows we don’t take a transactional approach with our clients. You’re a part of our family from day one, and the team genuinely cares about creating impactful content that drives your success.
People-Focused: From community events with your favorite INDYCAR drivers to highlighting the history of this turbocharged event, we considered what fans want to see to create engaging and exciting posts that brought them closer to the action.
We’re proud to report that we earned a 5-star review from our friends at the Detroit Grand Prix!
“The team at KARMA jack has done a terrific job helping us market and promote the Detroit Grand Prix,” said Merrill Cain, Communications Director for Team Penske and the Chevrolet Detroit Grand Prix presented by Lear.
“KARMA jack came on board as a digital marketing partner with us in 2024, helping us create content and manage all of our social media channels. They have been a pleasure to work with and have made a huge difference for us. We have seen our social media reach and engagement grow exponentially across all of our channels. They do a great job not only with content and creative ways to market our event but also tracking and reporting that demonstrates to our partners the impact they’ve made with our brand. We highly recommend working with the KARMA jack team and we look forward to continuing to grow with them in the future.”
You can read more about the results of the 2024 Detroit Grand Prix here: https://detroitgp.com/news/Detroit-Grand-Prix-Delivers-Strong-Results-in-2024/73224
It’s been a wild ride–and there’s only more to come! We owe a huge thank you to the KARMA jack team and Detroit Grand Prix partner Gardner White for powering this initiative. We’re thrilled about the impact we’ve made together and look forward to more opportunities to help businesses grow and achieve remarkable success in the future.
