Alongside the other major marketing work we were undertaking (refreshing the brand look and feel, advertising improvements, pay-per-click advertising, social media management, website booking system improvements) Daytona Motorsport were also looking to improve their content marketing and engage more people across social media and beyond. They tasked Holt Digital Marketing with coming up with fresh ideas that would help elevate the brand and bring to life the brand positioning we had created (The Difference is Distinct).
Our idea was to challenge celebrities and influencers to take part in the ‘DMAX Fast Lap Challenge’ – a celebrity time trial (remarkably similar to a certain BBC car show which used to be hosted by Jeremy Clarkson). We gave the celebrities training and then 3 fast laps to record their fastest time. We made sure that we filmed segments which gave us an opportunity to speak about the go-karts the celebrities would be driving.
Daytona’s DMAX go-karts were exclusive to Daytona and the fastest ‘Arrive and Drive’ go-karts available in the UK so the strategy was to showcase them using the power of celebrity to drive millions of impressions. At the end of the recording, we would ask the celebrity to call out another celebrity or influencer they knew to come and try and beat their time.
The idea was a massive success and generated millions of impressions for Daytona on YouTube, social media, and other video platforms. Celebrities that took part included Heavyweight Boxing Champion Anthony Joshua, Ex-England Cricket Captain Sir Alastair Cook, McLaren F1 Driver Lando Norris, Ferrari F1 Driver Carlos Sainz (ex-McLaren), Red Bull F1 Driver Max Verstappen, Williams F1 Driver Alex Albon, Sky Sports F1 Presenter David Croft, Ex-Man City Football Legends Micah Richards and Joleon Lescott, Music Legends Sigala and John Newman, BTCC Driver Colin Turkington, Drifter Tessa Whittock, YouTube WTF1 Content Creator Matt Gallagher, X-Factor contestant Sam Callaghan to name a few.