Infiniti Brings Formula 1 Racing to U.S. Consumers
From fast food to fast cars, Americans have a need for speed. Infiniti’s Go Zero to Infiniti campaign took advantage of that fact in an effort to demonstrate its technical partnership with Red Bull Racing. Incorporating the embodiment of that relationship—the Q50 Eau Rouge concept vehicle—into an action-packed activation, Infiniti brought Formula 1 racing to U.S. consumers to kick off Grand Prix race weekend.
The brand’s live-action speed exhibition was hard to miss, filling a four-block stretch of Congress Avenue in Austin, Texas, directly in front of the state’s iconic capitol building. Showcasing its dedication to creating an authentic racing event, Infiniti had a full scale, pit-like replica pop-up garage built across Congress Avenue, providing spectators with direct viewing access to the Infiniti Red Bull team as it built and serviced its vehicle. Following the pit stop, the stars of the event, drivers Sebastian Vettel and Daniel Ricciardo, raced up and down the course inside the RB7 F1 race vehicle and the Q50 Eau Rouge.
As the event occurred in Austin’s busy downtown corridor, the city provided Infiniti with a small, two-hour window (noon to 2 p.m.) to close the streets and pull off the stunt. To get more bang for its buck, the brand hosted a pre-event press conference at the Intercontinental Hotel’s VIP Lounge, garnering attention from the more than 50 media outlets.
When all was said and done, the stunt earned 251 million live attendance media impressions and racked up 7,400 new followers across Infiniti’s social channels.