Case Study: Purolator achieves fan engagement with Gelia Marcom + Martech's Formula DRIFT activation

Purolator drives 2.4 million social reach with Gelia Marcom + Martech

The customer Purolator sought to break into a new target demographic. The vendor Gelia Marcom + Martech developed a high-energy sponsorship activation at the Formula DRIFT racing series to address this challenge.

Gelia designed and executed an interactive experience for Purolator, including a branded tent where fans raced RC cars and won exclusive swag. This "Smoke Tires, Not Motors" campaign aligned Purolator's filter expertise with the excitement of the event. The solution by Gelia resulted in over 2,000 fan visits and an additional 2.4 million in reach via organic social media content, successfully driving meaningful consumer connections.

Purolator