Tesla - Formula 1 Activation (COTA)

Led Tesla’s Formula 1 activation strategy at Circuit of the Americas, transforming a high-cost sponsorship opportunity into a high-performing, revenue-driving experiential campaign.

Identified and secured a non-traditional activation presence—positioning Tesla as the first electric vehicle brand to activate within a Formula 1 environment—and negotiated down costs while expanding Tesla’s footprint and visibility across premium audiences.

Designed a multi-layered experience targeting high-net-worth attendees, converting brand exposure into qualified leads, test drives, and sales.

Go-to-Market Strategy | Integrated Marketing | PR & Communications | Retail Marketing | Demand Generation

• Impact

  • Delivered the highest-performing lead generation activation of the year

  • Generated top marketing-attributed vehicle orders across U.S. activations

  • Engaged a 270,000+ attendee audience, including high-net-worth and VIP segments

  • Drove significant post-event traffic to Tesla retail locations across Austin

  • Successfully activated Tesla within a traditionally gas-powered racing environment, creating strong brand differentiation

• Strategic Approach

  • Reframed a sponsorship into a performance-driven marketing investment
    Negotiated down costs while expanding Tesla’s activation presence and audience access

  • Positioned Tesla as a category disruptor within F1
    Leveraged the contrast of electric vs. traditional motorsport to create a high-impact brand moment

  • Designed a multi-touch experiential funnel
    Combined on-site engagement, shuttles, static displays, and off-site test drives to drive conversion

  • Targeted high-value audiences through premium access points
    Focused on COTA club members, VIP guests, and high-net-worth attendees

  • Integrated product experience into every touchpoint
    Enabled hands-on engagement through 0–60 rides, test drives, and mobile showroom experiences

  • Led cross-functional execution under compressed timelines
    Secured budget, aligned teams, and delivered a large-scale activation within a two-week window