Overview:

Firestone activated with Creative Hype Motorsport helmets at the 2017 Indy 500 at Indianapolis Speedway. The helmets were the centrepiece of a series of highly successful race day activations which increased Firestones profile and footprint. Loved by fans of all ages the helmets and were a highly sought-after memento of the weekend.

What we did:

Creative Hype worked collaboratively with Firestone to provide end-to-end design, production and support with the activation of 25,000 motorsport helmets. The helmets were used as a free give-away premium to fans enhancing participant experience and extending advertising ‘reach.

Result:

Our helmets provided the basis of a series of powerful activations which engaged fans and added to the race day atmosphere. Firestones footprint was increased substantially by the helmets, reaching from their activation areas, across the Speedway and into the stands. Firestone was overwhelmed with positive feedback from fans. The innovative nature of the product was not lost on fans, who in many instances trekked from car across the Speedway to secure their own helmet.