The Challenge.
After a successful pop-up in London, in September 2023 Chaos Karts launched their first permanent site in Spinningfields, Manchester.
An all-new experience that combines the worlds of Go-Karting and Video games, using state-of-the-art technology to get you racing in real-life; with in-kart power-ups and weapons that allow you to do ‘battle’ with your fellow racers right up to the finishing line…
Our job as media planners was to maximise awareness and understanding of Chaos Karts using media formats that bring the experience proposition to life.
The Solution.
‘Placing drivers into the heart of the experience’ was central to the paid media strategy, using creative that landed the strategy effectively.,
Bus Rears were deployed, placing drivers ‘at the wheel of a Chaos Kart’; using Lower Rears to maximise exposure alongside multiple Mega Rears delivering serious impact.
We turned taxis into Chaos Karts with full livery wraps, with creative showing passengers at the wheel of a kart – driving impact and awareness, plus expansive PR coverage across the region.
Large format 96’s central station posters and commuter newspaper ads boosted awareness amongst a core, young adult audience.
The Results.
- Searches for Chaos Karts increased by 950% following the ATL launch
- Onsite conversion rate increased by 198%
- Prime-time tickets sold out across the initial period (and beyond!)
