BLAST World Final & Lynk & Co
With BLAST’s World Final being hosted in Abu Dhabi, Lynk & Co saw the perfect stage to partner and promote their new electric vehicle range to BLAST core audience of 18–44-year-olds.
In partnership with BLAST, our team played a pivotal role in engaging Lynk & Co’s marketing team, using our local expertise in China to navigate a cross-region partnership.
As a Chinese-Swedish auto company making bold steps towards more sustainable mobility, Lynk & Co’s target audience is well aligned with BLAST premier fans – with 84% being between the age of 18 and 44, earning above average income, and having a strong purchasing power. Working together with BLAST, we spent time thoroughly understanding the brands goals, and how best to achieve them in a mutually beneficial partnership.
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The solution
An activation at BLAST’s World Final that brought the world’s esport elite to the Etihad Arena in Abu Dhabi – captivating an engaged audience of 5000 fans on the ground. Lynk & Co made use of the large booth space for 1v1 branded sim racing and giveaways, in-venue branding on backdrops, LED advertising, and content on the main screens. This was heightened with a branded seating area, with IMG’s on-site team supporting delivery.
The partnership was also activated across a suite of digital assets: Lynk & Co powered a live show segment, placed logos across BLAST channels and website, created an extensive series of over 200 social posts with brand integration, and finally gained exposure across the event’s China broadcast, which addressed another of the brand’s key markets. Lynk & Co’s activity surrounding the event was amplified in the Middle East by engaging local influencers and press.
“We were thrilled to have partnered with Lynk & Co to bring creative and engaging activations to our audience that recognise the importance in sustainable transport. IMG’s support throughout this process has been instrumental in delivering a successful partnership with Lynk & Co” – Freddie Beale, Head of Sponsorship Sales, BLAST
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