Case Study: Chip Ganassi Racing cracks the millennial market and doubles event reach with Khoros

How Chip Ganassi Racing Cracked the Millenial Market with Khoros

Chip Ganassi Racing faced an aging, driver-focused fan base and wanted to reach younger, millennial audiences through a VIP concert event called Sound Garage. After year one hit scalability limits, they partnered with Khoros, onboarding Khoros Intelligence and Khoros Experiences to find regional influencers, set KPIs, and run a more data-driven social campaign.

Using Khoros Intelligence to identify influencers, track conversations and peak engagement, and Khoros Experiences to power in-venue activations and interactive live content, Chip Ganassi Racing amplified influencer participation and sponsor-facing opportunities. The results with Khoros: attendees doubled year-over-year, social reach grew to 7.4M with potential exposure of 35M, and both actual and potential social reach for Sound Garage doubled, unlocking new sponsorship revenue.

Chip Ganassi Racing

Sam Pierce

Senior Manager of Digital & Social Media