Located in the fan zone at the Coca-Cola 600, e.l.f.'s Power Grip Garage showcased its new Jumbo Power Grip Primer with a color palette similar to the product packaging.Photo: Courtesy of e.l.f.
CONCORD, N.C.—At the Coca-Cola 600—a 600-mile NASCAR Cup Series points race held at the Charlotte Motor Speedway in Concord, N.C. over Memorial Day weekend—beauty brand e.l.f. hosted its Power Grip Garage, an activation that showcased its new Jumbo Power Grip Primer, while supporting race car driver Katherine Legge.
Located in the fan zone at the Coca-Cola 600, the Power Grip Garage, which was created in collaboration with Day One Agency and produced by The Bait Shoppe, featured a glam station, a Snap filter for photos, meet-and-greets with Legge, and an area where fans could record a video message for the race car driver. Throughout the day, a DJ played e.l.f.'s album, "Get Ready With Music, The Album."
“At e.l.f., we’re bold disruptors with a kind heart—showing up where no one expects and standing up for those too often overlooked,” explained Patrick O'Keefe, chief integrated marketing officer at e.l.f. Beauty, about the decision to activate at the race event.
The brand had initially partnered with Legge in 2023 when she became the fastest woman to ever qualify for the Indianapolis 500.
“When we learned that nearly 40% of NASCAR fans are women, yet no one was speaking to them, we leaned in,” O'Keefe said.
“Katherine was the only female driver in the Xfinity Series’ BetMGM 300 during Coca-Cola 600 weekend—and that speaks volumes. It was important for us to show up and support her as part of our commitment to Empower.Legendary.Females. and to give fans an unforgettable, immersive experience through the Power Grip Garage.”
The activation also included the e.l.f. UP! Roblox experience where users could race Legge’s virtual car and interact with her avatar. Gamers had a chance to win Legge’s car as a skin in Roblox’s Drive World game for a limited time. Plus, the brand hosted a livestream of the activation action on the e.l.f. you! Twitch channel, offering viewers a tour of the activation, along with exclusive interviews with Legge where she talked about racing, her favorite e.l.f. products, and more from the garage.
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