The Detroit HydroFest awards the oldest active trophy in motorsports history – the APBA Gold Cup – and is one of the city’s signature events. In 2016, King Media created marketing collateral that helped secure a new title sponsor. Our digital team then developed an overarching social media strategy, trained the event promoter to implement the organic strategy, and developed paid promotions on Facebook, Twitter and Instagram. Leading up to the 2017 event, posts received 88% more impressions on Twitter and 31% more impressions on Facebook, and resulted in a 25% increase in attendance, with significant walk-up ticket sales throughout the weekend-long event. In 2018, we delivered continued increases in both followers and engagement. Additionally, ticket pre-sales were up 12%, and overall attendance increased.