The Gunpowder founders have been deeply involved with the OPTIMA brand since it was acquired by Johnson Controls in 2000. Today, Gunpowder drives OPTIMA’s charge to become the premier content brand in the automotive performance space.
With decreasing fitment across the fleet of vehicles in the US and technological solutions to that business issue still a couple years off, OPTIMA needed a partner to help them keep their vibrant consumer community engaged while giving auto performance media a reason to keep the brand relevant.
Gunpowder developed a content strategy platform that motivated the best content creators in the biz to give the OPTIMA brand some of their best work. It led to the creation of epic short films, curated by Gunpowder through multiple channels.
Gunpowder created the OPTIMA Ultimate Film Festival, an event held at SEMA in 2015 and designed as a series of events at enthusiast gatherings throughout 2016. This strategy has driven renewed interest in the brand among many enthusiast segments. It generated more than 20 million media impressions in targeted outlets and drew 800 of the most influential people in the automotive aftermarket to the SEMA event.
Gunpowder also created and planned an entire charitable program tied to OPTIMA’s premier partner in the marine business: Bassmaster Elite Series angler Edwin Evers. The program had Edwin fishing with six combat-wounded veterans and generated more than $20,000 of Wounded Warriors in Action donations, 10 million+ media impressions and two unpaid live streams of his fishing trips on Bassmaster.com (a $20,000 value).