Explore how Primatix partnered with AAA (Auto Club Enterprises) to bring a high-octane AI experience to the IndyCar circuit. Spanning major race events in Texas and California, this activation turned race fans into professional drivers through personalised, collectible AI trading cards.
Client: AAA (Auto Club Enterprises)
Locations: Arlington, TX (Grand Prix of Arlington) & Long Beach, CA (Acura Grand Prix of Long Beach)
Date: March to April 2026
The Challenge: Standing Out in the Fan Zone
AAA sought a show-stopping activation for their Fan Zone presence at two major IndyCar events. The goal was to move beyond traditional photo booths and provide a high-value keepsake that celebrated AAA's sponsorship of Team Penske.
Key requirements included:
- Authentic Branding: The AI needed to accurately replicate the Team Penske fire suits, specific IndyCar models, and the unique brand aesthetics of AAA.
- Location-Specific Creative: Custom backgrounds were required for each race: generic track themes for Arlington and the iconic palm-lined skyline for Long Beach.
- High-Volume Reliability: With thousands of fans expected, the system needed to handle intense footfall without delays.
- Data Collection: AAA required a seamless way to capture fan information (emails and mobile numbers) for post-event marketing without disrupting the fun.
The Solution: "Pro-Driver" AI Trading Cards
Primatix deployed a robust, multi-booth setup featuring our custom AI Trading Card technology. Fans stepped into the AAA booth, had their photo taken, and were instantly transformed into professional IndyCar drivers.
Key Features Included:
- Custom AI Model Training: We worked closely with AAA to refine the "fire suit" output. This included solving complex technical challenges, such as ensuring race gloves were consistently rendered and logos (like the AAA collar mark) appeared in high fidelity.
- Seamless Lead Capture: We integrated a mobile-first data collection workflow. After having their photo taken, fans scanned a QR code to provide their details, which unlocked their digital card and triggered the high-speed physical print.
- Premium Physical Takeaways: Each card was printed on-site and provided in a protective plastic sleeve, turning a digital interaction into a high-value physical collectible.
The Results: Record-Breaking Engagement
The activation was a massive success, frequently seeing queues stretching across the Fan Zone. The Long Beach event, in particular, saw triple the volume of previous activations.
- Massive Throughput: Over 3,000 physical prints distributed across the event weekend in Long Beach!
- Lead Generation: Thousands of unique fan records were collected via the integrated mobile scan-and-save workflow.
- Viral Sentiment: The experience was a hit with all ages, with AAA members specifically praising the staff's patience with children and fans with special needs.
- Internal Buzz: The activation was so successful that AAA's internal stakeholders and Chief Marketing Officer utilised the "digital-only" link to share the experience across the wider organisation.
Why It Worked
- It Solved a "Costume" Problem: Fans didn't need to dress up; the AI digitally applied the professional fire suit and race car, providing a "pro" look in seconds.
- Professional On-Site Team: Our 4-person crew managed the high volume with expertise, ensuring every fan felt like an "All-Star."
- Tangible Value: The addition of plastic sleeves made the trading cards feel like genuine memorabilia rather than a disposable flyer.
- Dual Utility: The QR code workflow drove immediate digital sharing on social media while ensuring AAA met its data collection goals.
Conclusion
By blending the thrill of IndyCar racing with cutting-edge generative AI, Primatix helped AAA create an unforgettable brand experience. The activation didn't just capture photos; it captured the imagination of the fans, turning every participant into a brand ambassador for AAA.
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