The Rolex 24 at Daytona is more than a race. It’s a proving ground for technology, grit and endurance. For 24 relentless hours, motorsport’s most knowledgeable and passionate fans gather to witness performance test the limits. These are not casual spectators. IMSA fans understand engineering, value authenticity and demand proof.
For Michelin, the official tire of IMSA, Daytona offered the most credible environment to answer the question, “Why Michelin?”
Michelin’s goals were clear: demonstrate ultra-high performance tire technology, engage a dedicated motorsport audience, capture actionable consumer insights and showcase Track-to-Street innovation. These objectives guided every aspect of the IMSA activation.
The JACKSON team ideated, created and produced an immersive Fan Zone to bring Michelin’s race-winning technology to life. Interactive displays, hands-on experiences and one-to-one expert engagement allowed fans to see, feel and understand key attributes like grip, durability and responsiveness, directly connecting the vehicles they drive daily to Michelin’s motorsport innovation.
Data capture was integrated through a custom, CRM-driven Spin-to-Win game, structured to collect qualified leads and insights while keeping engagement entertaining and meaningful.
Strategic storytelling and partnerships were central to the approach. Collaborations with General Motors, Corvette, Nowicki Autosport and Pratt Miller Racing visually and experientially illustrated the link between Michelin’s on-track technology and real-world performance, reinforcing credibility and excitement.
Beyond showcasing technology, every design choice, activity and interaction was mapped to meet and exceed Michelin’s objectives, ensuring the Fan Zone would educate, engage and connect with enthusiasts while building a foundation for future marketing and partnership opportunities.
At the Rolex 24 at Daytona, attention is earned, not given. Surrounded by sponsor displays and nonstop race energy, the Michelin Fan Zone was intentionally designed to command a presence and reward curiosity. A bold, branded archway welcomed fans into a premium space anchored by a truss system, the Michelin Motorsport trailer, branded pods and a 13′x23′ LED screen. Bleachers provided a place to watch the race, extending dwell time while keeping fans immersed in the Michelin experience.
The guest journey was intentional. Fans were first greeted by our team, establishing personal connections and framing the experience. They passed iconic Corvette race cars before reaching tire displays like the Vision race tire. This hands-on display highlighted Michelin’s latest technology for the GTP class and hypercars, while adjacent street tires connected racing innovation to real-world driving. One-to-one engagement with Michelin, Corvette and our team’s experts translated technical specifications into tangible education around grip, durability, responsiveness and sustainability, answering, “Why Michelin?” in real time.
Strategic signage and LED screen content reinforced Michelin’s performance story, highlighted racing heritage and technology and guided fans to additional experiences including Tech Talks with industry legends, autograph sessions and Michelin Man meet and greet opportunities, encouraging discovery and driving repeat visits.
Tech Talks elevated the Fan Zone from attraction to authority. Doug Fehan, former Corvette Racing Program Manager and now Brand Ambassador for Corvette Racing, joined Michelin’s GTD Series Manager, Jeff Fischer and Tony Roma, Executive Chief Engineer for Global Corvette and Performance Cars at General Motors, to provide insider perspectives on tire development and Corvette Racing’s partnership with Michelin, strengthening credibility among a highly knowledgeable audience.
We showcased the Track-to-Street story with three distinct display vehicles: the Nowicki Concept 8 Stingray streetcar, the race-winning Pratt Miller Corvette C8.R-05 and a stock Corvette Z06 wrapped in a half-and-half Pratt Miller Racing No. 3 GTD Pro livery to visually merge both track and street. The trio captured engagement while connecting innovative racing technology to everyday driving.
Engagement extended beyond the physical footprint into the world of social media. Our social media, experiential and creative teams published six posts throughout race week, highlighted by a tire replica scavenger hunt that entertained fans across the track. Collaborations with Daytona International Speedway, Corvette Racing by Pratt Miller Motorsports, IMSA and Michelin extended reach and tapped into core motorsports audiences around the world.
The interactive Spin-to-Win experience converted engagement into measurable value. Upon completing a survey via QR code, guests could spin a wheel for their chance to win prizes ranging from collectible merchandise to exclusive experiences like the Michelin Tire Workshop and Hot Pit Tour, and were ultimately entered into a high-interest Harley-Davidson raffle. These interactions amplified fan interest and excitement while simultaneously capturing qualified data to inform Michelin’s marketing and product strategy.
The Fan Zone was more than a booth or an activation. It was a strategically designed performance platform to educate fans, strengthen brand affinity, capture actionable insights and deliver measurable business impact, fully aligned with Michelin’s objectives.
The Michelin Fan Zone did more than attract fans. JACKSON delivered measurable growth for Michelin across data capture, engagement, revenue and partnerships, demonstrating a clear return on their investment.
Data & Lead Generation
We increased fan data capture by 23% year-over-year, generating 5,713 qualified sign-ups. Lead quality improved substantially:
• Email opt-in rates rose from 65% to 99% (+34 points; +52% YoY)
• SMS opt-in rates increased from 64% to 82% (+18 points; +28% YoY)
Enhanced opt-in fields provided Michelin with richer first-party insights, strengthening their CRM pipeline and informing future marketing strategies.
Engagement, Revenue & Social Impact
We kept fans engaged throughout the weekend, encouraging them to return daily to watch race coverage, attend Tech Talks, meet experts, interact with the Michelin Man and secure driver autographs. All promotional giveaways were fully distributed, reinforcing Michelin’s Fan Zone as a must-visit experience.
Merchandise sales significantly outperformed expectations and demonstrated Michelin’s cultural relevance alongside engineering excellence.
Our social media, experiential and creative teams amplified the experience through six social media posts, including the tire replica scavenger hunt. The dedicated Fan Zone posts generated immediate responses and over 340,000 impressions and 13,000 engagements, turning in-person excitement into measurable digital impact.
Partnership Growth
We exceeded expectations with Michelin’s Corvette and Pratt Miller collaboration, generating inbound interest from additional OE manufacturers and expanding Michelin’s partnership ecosystem beyond race weekend.
During the Rolex 24 at Daytona, we successfully transformed fan engagement into measurable business outcomes, combining performance marketing and engineering credibility to deliver tangible results.
