/PROJECTS

Planters // IMSA
Team Partnership Strategy

Premise

I designed this mini-project to explore how a major consumer brand could realistically integrate itself with a sports car racing team to achieve a breadth of partnership objectives.

With the starting point of a IMSA Michelin Pilot Challenge race team, a brand such as Planters could use this investment to explore multiple non-traditional or emerging activation tactics within sponsorship (and more specifically, motorsports sponsorship).

Activation

Understanding the sponsor's goals, the team's marketing channels and platforms, and the mutual audience, I designed an activation that could help the Planters brand achieve both their B2B and B2C objectives.