CBR Media launched The Dark Horse NFT Access Pass project in collaboration with Digital Creators to support the career development of W Series racer Bianca Bustamante. The main goal of the project is to provide Bianca with all the resources as she advances her way up the motorsports ladder towards Formula 1.

 

Building upon the theme of Bianca being a “dark horse”, the team devised the launch of the NFT Access Pass which would provide Bianca’s fans a new way of interacting with her and being a part of her journey as she progresses through. A comprehensive marketing campaign was executed including traditional PR, project collaborations, community events and social media to drive success for the project.

 

The Dark Horse project is designed to be a long term return on investment, with value being drawn to Bianca’s NFT collection as she achieves success on track. The team constantly works with the talent and media partners to set up interviews, features and impressions on social media.