CGR Targets Younger Demo With Annual Sound Garage Event

Chip Ganassi Racing tonight is holding its third annual Sound Garage event, catered toward finding the nexus of motorsports and millennial-friendly music and culture. The event, which will be held at the team's HQ near Charlotte, will see Danish alternative rock band New Politics play for an expected 600-800 millennials. MVPindex assisted CGR once again this year in picking out whom to invite, and the firm also will help the team measure the social media value from the event afterward.

Corporate activation from CGR partners will come from Target, McDonald's, Ford, Unilever, 3M, Energizer and Reycling Equipment Inc., and nine CGR drivers will be on hand. Other elements will include an appearance by the Ford GT Le Mans race car that CGR raced this year in IMSA and the WEC, a food truck and a "reverse red carpet" where attendees walk by the celebrities on hand to take selfies. The event comes a few days after both of CGR's Sprint Cup Series drivers, Jamie McMurray and Kyle Larson, were eliminated from the sport's Round of 16 playoffs. Adam Stern/SBD