K-PAX Racing is one of the most successful teams in Pirelli World Challenge, the premiere auto racing series, particularly in GT3 racing. Together with our partners at Local Industries, we developed a marketing and narrative plan to build the fan base and fan engagement for K-PAX, both at races and via their online channels. Working with their team, we created unique content to tell their story and draw a crowd. Through all of our efforts, their social fan base grew tenfold. Our efforts to engage fans at race events also yielded largely popular results.