An Experiential “Triple Play” at COTA

The Experiential Team for Production took Austin, Texas’ Circuit of the Americas by storm last weekend, crafting two larger than life sponsor activation areas for Ford Performance and EchoPark Automotive, all while managing the weekly “Trackside Live” production.

The Ford activation featured multiple vehicle displays, which showcased a wide range of Ford’s capabilities – both performance (racing) and consumer models -- along with staging, audio-visual elements, custom fabricated brand icons, and an interactive innovation lab. 

Production also created an activation for race sponsor EchoPark Automotive. Guests had multiple opportunities to win prizes throughout the space, and the weekly Trackside Live pre-race programming emanated from a stage inside the activation. 

EchoPark, known for their online used-car technology sales platform, actually sold one of the display vehicles on the spot to a NASCAR patron. Talk about a successful consumer activation!