Reach & Engagement: The Metric Success of the Legend of Groovy Hollow

Reach & Engagement: The Metric Success of the Legend of Groovy Hollow

The Legend of Groovy Hollow was a Halloween-themed iRacing esports event created, concepted and executed by A.E. Engine and Out of the Groove to benefit Extra Life, a Children’s Miracle Network Hospitals program.

The event combined 30 of the best drivers from around the sim racing community with exclusively designed Halloween paint schemes from some of A.E. Engine’s partners for a spooky 200 lap race around “Groovy Hollow Raceway.” The event culminated in the reveal of the mysterious driver of the No. 31 Halloween Machine – Xfinity Series Josh Berry, who also raced the exact Halloween Machine paint scheme in the Dead On Tools 250 Xfinity Series race at Martinsville on October 30.

The race broadcast on Eric Estepp’s Out of the Groove YouTube channel pulled in more than 24,000 viewers (as of 11/2/21), and more than $6000 was raised to benefit Children’s Miracle Network Hospitals via their Extra Life program.

The event also received a ton of engagement on social media. On Twitter, Eric Estepp and the broadcast partners spent the day of the event hyping up the audience. Not only would there be a contest where viewers could vote on their favorite exclusive paint schemes for prizes, but also a huge amount of prizes to be given away during the live broadcast.

Many of the advertising partners for the event also joined in on the social media festivities. Several partners harnessed their online followers and communities to help them in the paint scheme contest.

The action didn’t stop once the show was over. Fans celebrated as Josh Berry, driving the No. 31 Halloween Machine, won the first ever Legend of Groovy Hollow.

Finally, the Halloween Machine made its debut at Martinsville Speedway on Halloween weekend, leading to even more excited fans engaging on social media.

The entire event was supported by a standalone website created by the A.E. Engine design team, tons of graphics and gifs, and even an official event program.

Overall, the first annual Legend of Groovy Hollow event was a rousing success, not just for the broadcast partners and the fans, but also the charitable partner Extra Life. THe event itself scored more than 1 million combined impressions for our partners.

The Legend of Groovy Hollow will return next year for another exciting, spooky event to celebrate all of our partners and raise money for a great cause.