A High-Performance Brand Experience 

01

Bringing Fans Into the Action 

Purolator’s FormulaDRIFT activation engaged fans with a 10x30 truss booth, interactive RC car racing, and exclusive giveaways—making the brand experience fun and memorable. 

02

Expanding the Brand’s Reach 

Beyond the event, sponsored drivers amplified Purolator’s presence on social media, sharing their experience with a broader motorsports audience. Purolator also posted live updates, behind-the-scenes content, and event highlights to maximize engagement. 

03

Purolator’s first major step into FormulaDRIFT sponsorship successfully connected with fans, drivers, and the drifting community—setting the stage for future activations in the space. 

A Strong Debut in Motorsports 

Fueled by Engagement – The Results

time frame

4 months

Fans Engaged at the Activation

2000+

Organic Social Media Reach

Professional Drift Drivers Sponsored

4

2,400,000+

1,200,000+

Paid Impressions

300% increase

Instagram Follower Growth

150% increase

Marketing Contact GrowtH

Four drivers posing with race cars displaying Purolator branding, each holding a Purolator product.
Three smartphone screens showing Instagram Reels. The first screen displays a person in a racing suit holding a Purolator filter. The second screen features a person pointing at a Purolator filter box, with a car engine in the background. The third s
People playing with remote-controlled cars on a miniature race track at a Purolator event, featuring the slogan "Smoke tires, not motors."
Promotional booth for Purolator filtration products at an outdoor event with banners and signs.
Collage of drift racing, car models, and merchandise with Purolator branding. Top left shows a drift car on a track, top right has model cars with Purolator logos, bottom left features two men holding model cars, bottom center displays a man in racin

Creative Credits

Greg Bauch, Adam Bauer, Tucker Kohnen, Jason Pautler, Tyler Wiedmaier

This work was part of a larger collaborative effort across strategy, media, social, account, and analytics teams. I deeply appreciate everyone who helped bring these ideas to life.