The mission we chose to accept:
MotoAmerica is the American Championship series of motorcycle road racing. It’s the only professional motorcycle racing series in North America sanctioned by both governing bodies: the American Motorcycle Association (the AMA) and FIMNA. It’s MotoGP for the Americas.
Founded four years ago with only purist racing goals in mind, MotoAmerica sought marketing direction to help them complete a full redefinition of the series. Silicon Drive was brought in to lead marketing for the 2018 season, design a new creative direction, redesign the events to attract new audiences, promote those events nationwide, and establish a digital audience where there was none before.
In other words, nothing we haven’t done before.
SERVICES: Virtual CMO, Digital, Social, Content, Field Marketing, Video & Creative Production, Re-Brand, Analytics, Event Promotion, All design & creative services
MOTOAMERICA PUTS ON A KICK ASS RACE.
You should seriously see one. World class racing is accompanied by speed, daring, and an accessibility to the paddock that creates genuine enthusiasm.
Our goal was to capture that enthusiasm, which we intended to measure in engagement, and expand its interest to new audiences: fans of other racing, families, and generally anyone else looking for a good time, fast bikes, and a great lawn party.
WE KICK A LITTLE ASS OURSELVES.
In order to get non-endemic audiences interested, which leads to non-endemic brand sponsorship, we needed to change the size of those audiences by an order of magnitude. First, we emphasized the inherently engaging content, then we added a spin that would make this exciting sport appealing to the e-sport crowds that are pulling the big sponsor dollars, and finally we engaged the teams and riders who really should be the heroes of the story.
Yep, we got em. The final race week of the season, our pinnacle if you will, pulled an 11% engagement rate. That's not a typo; in fact, that's over 57X the engagement rate of the average sports team, and we're not talking d-list curling teams.
Overall across the season, we helped MotoAmerica generate nearly a billion impressions. By engaging the riders and teams, we could point to audience influence three times that.
It’s a fact: the motorcycle industry in the US is having an aging crisis. A traditionally exclusive industry, priding itself on its independent spirit and ‘loner’ attitude, the space has been experiencing an aging out of its customers for nearly 10 years. Without the dads and uncles who previously introduced young people to riding, the OEMs and dealerships nationwide are feeling a crunch on new, young motorcycle enthusiasts.