© Bob Chapman 2007 Autosport Image

Flying Lizard Motorsports is a unique team. Their marketing and PR goals are to grow their fan base and develop a higher national and international profile through the media.

In 2007, we helped FLMS develop a comprehensive suite of fan-development offerings — from technology-driven applications like live radio broadcasts and text message news updates to a renewed merchandise line and distribution plan for 2007. Along with the Corvette Racing Team, the Lizards are unquestionably the fan favorites in the ALMS paddock. At M+C, we take a measure of pride in our past participation with Les Lezards, as they’re affectionately know at Le Mans.

The team’s Le Mans 2007 effort was truly something special, and exceeded all its marketing, media and promotional targets. Flying Lizard decided to undertake a special project to honor the history and traditions of Le Mans by creating a special art car. In the tradition of BMW and their art cars, M+C helped the Lizards identify an artists to create a special livery; our past experience with Troy Lee Designs convinced us the SoCal racing legend was up to the task. Troy didn’t disappoint, dreaming up a car that resulted in a very satisfying collective “ooh-la-la!” from the French crowd at its unveiling. The car livery became the basis of an entire marketing program at Le Mans – from pub mats to posters, t-shirts to sticker. Truly a memorable project, and to date, M+C’s proudest accomplishment.

To read the case study on-screen, click the image below, or download a full version here.

Jörg Bergmeister on the Mulsanne. © Bob Chapman 2007 Autosport Image