ALFA ROMEO

DRIVE TO COTA

To celebrate Alfa Romeo’s return to Formula 1 and get consumers behind the wheel of its Italian luxury lineup, MotorTrend launched Drive to COTA—a national sweepstakes inviting qualified shoppers to visit a dealership, experience a test drive, and enter for a chance to win a VIP weekend at the 2018 U.S. Grand Prix at Circuit of the Americas.

In the lead-up to the race, MotorTrend drove shoppers directly into dealerships while building excitement for the brand’s F1 comeback. At COTA, we created the destination for Alfa Romeo fans and owners: a fully branded hospitality space featuring racing simulators, live entertainment, auctions, talent appearances, exclusive giveaways, and premium viewing. The experience was amplified across MotorTrend’s social platforms through editors and influencers who showcased the energy and access from inside the space.

The program created a clear consumer path from dealership test drive to premium brand experience at COTA, driving measurable engagement on both ends.

Its strong performance led to annual renewals of the partnership at COTA, and led to additional opportunities with Alfa Romeo to activate at the Miami and Las Vegas Grands Prix as well as at Monterey Car Week.