ALFA ROMEO
DRIVE TO COTA
Alfa Romeo was back in Formula 1. We built a campaign that took fans from the dealership floor all the way to the starting grid.
OVERVIEW
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.
At COTA, we created the destination for Alfa Romeo fans: a fully branded hospitality space featuring racing simulators, live entertainment, auctions, talent appearances, exclusive giveaways, and premium viewing — amplified across MotorTrend's social platforms through editors and influencers.
The program's success led to annual renewals at COTA and expanded the partnership to Miami, Las Vegas, and Monterey Car Week — a clear path from consideration to experience, repeated across the biggest stages in motorsport.
MY ROLE
Concept & Media Strategy
Proposal Development
Budget Allocation & Management
Cross-Team Collaboration with Production, Experiential, Social, Sales, Legal, Creative Services
Sweepstakes Management
Copywriting
Insights & Performance Optimization
CAMPAIGN DETAILS
National Sweepstakes
Experiential Activation
Branded Content
Dedicated Destination
Co-Branded Promotion
Social Coverage
PR Outreach
Targeted Brand Media
SWEEPSTAKES / TEST DRIVE PROMOTION
The Drive to COTA Sweepstakes invited in-market luxury car shoppers to test drive an Alfa Romeo Giulia or Stelvio at their local dealership. After completing the test drive, participants received a dealer-specific code to enter for their chance to win the race experience of a lifetime at the U.S. Grand Prix.
CAMPAIGN COMPONENTS
EVENT ACTIVATION
At Circuit of the Americas, we built the destination for Alfa Romeo racing fans. This premium trackside hospitality space featured vehicle displays, exclusive activations, special guests, VIP brunches, and branded giveaways, all with a prime view of the race.
SOCIAL COVERAGE
MotorTrend's on-screen talent and top influencers were on-site throughout the weekend to amplify the experience to hundreds of thousands of social followers in real time.
