Purolator Formula DRIFT Activation
Breaking Into a New Generation of Drivers
Gelia helped Purolator break into a younger generation of automotive enthusiasts with a high-energy Formula DRIFT partnership, turning a sponsorship into an authentic fan experience.
The Challenge & Idea
Purolator needed to break into a younger, enthusiast-driven audience — not with traditional ads, but by showing up where car culture lives.
Gelia responded with the “Smoke Tires, Not Motors” campaign, aligning Purolator’s filtration expertise with the adrenaline and authenticity of Formula DRIFT.
What We Built
- Branded fan zone at multiple Formula DRIFT events
- RC drift car races, exclusive merch and giveaways
- Hands-on product demos and education
- Full creative, production and activation by Gelia
- Made Purolator an active participant — not just a logo on a banner
Results & Impact
- 2,000+ fans engaged in-person
- 2.4M organic social impressions
- Stronger awareness with younger automotive enthusiasts
- Purolator earned cultural relevance within the drift community
- Proof that strategic sponsorship + immersive experience = real connection
Events
Drivers
Tires
Wearables
Impressions
Built To Think.
Proven To Deliver.
See how our approach drives real business results across industries.
READY TO TURN STRATEGY INTO MEASURABLE MOMENTUM?
Lets talk about where you want to grow.