A four-day national marketplace
Summernats concentrates a national automotive audience into one location for four days, giving partners hundreds of thousands of customer touchpoints in a single week of the year.
Street Machine Summernats presented by Rare Spares
The Challenge
Reaching a genuinely national automotive audience through media alone is expensive. Brands need a place where that audience is already assembled, engaged and willing to spend time with them.
The Opportunity
Summernats assembles more than 130,000 spectators and 3,000 entrants in one location across four days — an audience that arrives to see, hear, touch and buy.
The Strategy
Treat the event as a marketplace rather than a media buy. Partnership positions are matched to commercial objectives: product launch, trade influence, direct sales, sampling, data capture or brand affinity.
The Partnership
Partners are placed across the elements of the event that suit their objective — the cruise route, burnout pad, show halls, Skid Row, activation zones and the trade precinct.
The Activation
The event generates hundreds of thousands of customer touchpoints across the footprint, with brands experienced in person rather than observed at a distance.
The Result
Summernats 38 delivered record engagement across the site, with feedback from spectators, entrants, sponsors and traders reinforcing the event's standing as a must-attend platform for brands in the automotive space.
“Our sponsors and traders are a critical part of what makes Summernats what it is. The quality, diversity and creativity on display this year lifted the entire event and gave fans real opportunities to connect directly with the brands they love.”
Andy Lopez, Summernats Co-Owner
Figures drawn from published Summernats 38 event reporting on Media Scrum's news channel.
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