CEAT E-Shift X - Pioneering Virtual Motorsports in Sri Lanka

Faced with the challenge of cancelled events and a community longing for connection, CEAT sought an innovative solution to bridge the gap caused by the pandemic. The objective was clear: to rekindle the spirit of motorsports in Sri Lanka, ensuring the community remained close-knit and engaged, despite physical barriers.

Challenge

The pandemic's onset brought unprecedented challenges, locking down nations and halting public events, including Sri Lanka’s premier motorsport, the CEAT SLADA championship. This left race car drivers, riders, motorsport enthusiasts, and CEAT, the championship's decade-long premier sponsor, without their beloved racing community gatherings. At a time when unity and engagement were more crucial than ever, the motorsports community found itself fragmented and isolated.

Solution

CEAT, leveraging the rising popularity of Facebook Gaming and live gaming content, envisioned a virtual motorsport event that would surpass existing virtual racing experiences. Partnering with Pit Pass, CMSC, and Action for Road Safety, CEAT aimed to craft an event that catered not only to adults but also to children who are integral to the motorsports fan base. This initiative was set to cement CEAT’s role as a pioneer in Sri Lankan e-Racing, enhancing brand visibility at a time when traditional advertising channels faced limitations. Selecting Gran Turismo on the PlayStation platform for its customizable features allowed CEAT branded racecars and circuits to take center stage in this virtual arena. Promotion strategies encompassed paid media on Facebook and Instagram, alongside earned media through event partners and influencer endorsements from professional racers.

Execution and Result

The CEAT E-Shift X event marked a significant advancement in Sri Lankan motorsports, unfolding over 14 days with qualifiers and final races. It attracted 75 participants, 38 of whom competed in the races. This event was notable for the first-time inclusion of both professional racers and Sri Lankan SIM drivers competing together, enhanced by familiar commentary voices, exceeding expectations for authenticity and excitement.

Broadcast live on CEAT's official Facebook page in five sessions, the event captivated over 21,700 viewers, engaged 3,300 individuals, and reached nearly 219,700 people. It created lasting memories and fostered community interactions during a time of social isolation, concluding with the awarding of trophies, cash prizes, and fostering a sense of connection and unity among participants.

CEAT E-Shift X exemplifies CEAT's dedication to innovation, community, and resilience, effectively transitioning to virtual engagement during the pandemic. This approach not only maintained but also enriched Sri Lanka's motorsport culture, setting a new standard for digital engagement in future endeavors.