GMR Marketing

SOLE Science™ Snippet: When Access Meets Identity at 100 MPH Building on last week's exploration of access through American Family's VIP music experience, Hyundai took the same strategy and shifted it into high gear at Gridlife Summer Apex. Their Hyundai Laps program offered lucky attendees who signed up a chance to ride shotgun in the 2025 Hyundai IONIC 5N car. Sign-ups opened at a specific time daily, creating a "be there or miss out" urgency that racing fans live for. Full gear, real helmets, professional drivers, legitimate track experience…… For free! The kind of access that usually requires connections, credentials, or payment. This activation mastered GMR's Experience EQ need state of access as a way for people to express their identity. Racing fans don't just want to watch cars go fast; they want to feel what it's like to be part of that world, even for a few minutes. Hyundai gave them access to an experience that let them embody their racing identity, not just observe it. By putting people in the passenger seat of their performance vehicle, Hyundai created something more valuable than a test drive, they created a story people could tell forever - “I rode in Hyundai's race car with a Pro IMSA Driver”. It’s a memorable experience that sticks with people, and one they’re likely to share long after the event is over. The smartest brands don't just give you access to their product, they give you access to the version of yourself you want to be. #strategy #GridlifeSummerApex #insight #GMRMarketing #Hyundai

The Xfinity and GMR NASCAR team have done an amazing job creating a high-impact partnership that has Xfinity synonymous with Speed. Recently integrated into the NASCAR team, I couldn’t have had a more impactful first experience on the grounds surrounding Brickyard 400 in Indianapolis. Leading into the race, Xfinity was the presenting sponsor of 23XI’s Intersect event—a fan experience hosted by the race team that unites motorsports, music, fashion, gaming, and community, designed to expand NASCAR’s reach and fandom among multicultural and next-gen audiences. Xfinity showed up big with our Booming Burnout championship experience. GMR developed a custom-built simulator game that allowed fans to put their burnout skills to the test, demonstrating that they have what it takes to be a NASCAR Champion. To integrate local cultural touchpoints to the event, Xfinity brought Indiana Fever rookie Makayla Timpson to the activation. Makayla played knockout with our 23XI drivers, tested her skills on the Xfinity Booming Burnout simulator, and hosted a meet-and-greet with fans at the event. This surprise appearance was a hit—you can tell the buzz that the Fever players create within the Indianapolis community. To cap off the weekend, Xfinity was the primary sponsor for the #45 car for 23XI driven by Tyler Reddick. Even more exciting, Xfinity’s partner driver, Bubba Wallace, won the race at the Brickyard! It's a good thing we had Bubba practice his championship burnout a couple of days prior. Credit to the GMR NASCAR Team - Dana A., Bryan Mapes, Jack Warren, Tyler Schwartz & our Xfinity partners Max Psillas, Tricia Murnane (Barnes). #GMRClient #23XI #Xfinity  

What an incredible weekend at WNBA All-Star in Indy!   The growth is undeniable. To put it in perspective, just four brands activated at the first-ever WNBA Live in 2022. This year, there were over 25 brand activations, with even more brands, media outlets, and creators showing up around the city.   Activations went beyond just product sampling or logo slaps, focusing instead on celebrating identity, style, and community in ways that felt authentic to the moment and the fanbase.   Women-led media platforms like Just Women's Sports, TOGETHXR, and A Touch More showed up big with programming and live podcast tapings. Not only are they telling stories traditional outlets overlook, but they’re creating visibility for players and building a cultural infrastructure around women’s sports that extends far beyond game highlights.   As energizing as the weekend was, it also served as a reminder that what happens next is critical. As an industry, the choices we make from here — how we invest, storytell, and prioritize this audience — will shape the trajectory of women’s sports for years to come.   Grateful to have witnessed it all firsthand. Let’s keep building. #WNBAAllStar #WomenInSports #SportsBiz

SOLE Science™ Snippet: The Power of Free VIP American Family Insurance pulled off what most brands dream about: they made people feel like VIPs without anyone spending a dime. At Summerfest, while crowds moved through the usual hustle of a major music festival, American Family created something truly standout: the American Family Insurance House. This intimate stage offered close-up access to select artists, completely free. No ticket upgrade. No hidden fees. Just show up early. And for the first 50 in line? A VIP meet and greet with the artist. This move taps directly into the Access need state from GMR’s Experience EQ. American Family positioned themselves as the brand that opens doors others keep closed. When a brand gives you exclusive experiences (especially ones you can’t buy) they don’t just feel generous. They feel powerful. The effect is lasting. People don’t just remember the performance; they remember who made it possible. By delivering a premium experience, American Family reinforced a premium brand perception. It subtly signals,"If we can do this for your weekend, imagine what we can do for your life." Smart brands don’t just sell products. They create moments that shift perception. American Family didn’t just deliver a great show. They delivered the kind of access that sticks. #GMRMarketing #Insight #AmericanFamilyInsurance #Summerfest #Strategy