Acura @ Long Beach Grand Prix - MarCom Awards

George P. Johnson Experience Marketing

Auburn Hills, MI
George P. Johnson is the world’s leading experiential marketing agency. We create innovative live, mobile and online experiences that motivate audiences and activate brands. We’re part of Project: WorldWide, an independent, global network of complementary, wholly-owned agencies.

Acura @ Long Beach Grand Prix

Client: Acura
Category: Strategic Communications | Marketing/Promotion Campaign | 104c. Integrated Marketing
About Project

Acura at the Long Beach Grand Prix
Southern California's 200-mph Beach Party

192,000 attendees
+43% dealer leads year over year
+33% net sentiment over the average for the Acura brand
+234% social media impressions year over year
Over $7 million in earned media value

Acura is the title sponsor of the Grand Prix of Long Beach, and has a long winning history in racing.

Acura had a few main goals to hit at this year’s event: Prepare electrification messaging for BEV (the ZDX) while promoting the Type S lineup and launching the new Integra Type S.

Goal: Leverage new electrified ARX-06 and PCP 2.0 concept to prepare awareness for Acura electrification in SoCal market, while continuing to promote Type S lineup, launch new Integra Type S, strengthen owner retention and enhance consideration/lead generation.

To ensure success, Acura participated in 26 promotional events leading up to the race, leading to a 170% increase in data capture compared to the previous race. 3,841 people scanned the QR code at various promo events to opt in to the mailing list and win tickets to the race.

Acura’s experiential marketing partner GPJ was there to make sure the Acura brand hit its goals.