The onsite fan activation and overall promotional campaign efforts by Katherine Legge’s sponsor at the Indianapolis 500 has drawn praise, recognition, and a pair of awards for its efforts.
As part of the No. 51 Dale Coyne Racing Honda program, the e.l.f. Cosmetics (eyes, lips, face) brand used Legge’s participation in the NTT IndyCar Series’ largest event to bring its products to the forefront while engaging female fans during the month of May, which was a first for a cosmetics company at the Indy 500.
The overwhelmingly positive response with e.l.f.’s in-person outreaches at the Indianapolis Motor Speedway with the “Indy 500 Lip Oil Change Campaign,” and through an ambitious digital media campaign to promote Legge and greater participation by women in racing, has delivered two Clio Sports Awards, which held its annual advertising awards ceremony on Wednesday in New York.
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Developed for e.l.f. by BRANDed Management and the Day One Agency, the Indy 500 initiatives received awards in the Experience/Activation and Fan Engagement categories.
“The e.l.f. Cosmetics collaboration was by far and away the most meaningful partnership I have ever seen in racing from a female perspective,” Legge told RACER. “I am beyond proud to represent a brand that cares so much about the same things that I do, and am very much looking forward to doing more great and meaningful things with them to change the landscape of racing.”
Very cool to see @DaleCoyneRacing sponsor @elfcosmetics win two Clio advertising awards for their initiatives at the Indy 500 with brand ambassador/driver @katherinelegge. pic.twitter.com/Z38646q8TI
— Marshall Pruett (@marshallpruett) December 5, 2024