// /// the ultimate battleground for off-road, short course racing

\ \\ \ Services
  • Athlete Relations
  • Brand Positioning
  • Brand Strategy
  • Concept Creation
  • Content Marketing
  • Creative
  • Event Production & Management
  • Graphic Design
  • Market Research
  • Marketing & Communcations
  • Operations & Logistics
  • Partnership Integration
  • Project Management
  • Public Relations
  • Social Media
  • Strategic Alliances

\ \\ \ Challenge

In January 2016,  TORC: The Off-Road Championship was acquired by MSI. TORC is known as a collision between action sports and motorsports; the ultimate battleground for off-road, short course racing. Teams compete for the prestigious TORC National Championship in PRO 2WD, PRO 4WD, the Atturo Tire Pro Light, new PRO UTV (Modified & Stock) and Sportsman Classes. With just five months to prepare for the 2016 season opener at Texas Motor Speedway, the challenge was to leverage TORC’s established foundation while adding structural integrity to the entire property. TORC required the expertise of MSI’s operations, marketing and Live production teams to produce the eighth season of TORC: The Off-Road Championship. MSI's diverse capabilities brought a wealth of experience and expertise to the series. Heightening exposure of TORC series drivers, sponsors, brands and fans, was at the forefront of MSI’s plan.

"raising awareness of short course racing and the people behind it was at the forefront of our plan"

\ \\ \ How We Did it

New in 2016—

  • Introduction of PRO UTV classes
  • Development of a race team portal hosted on Giving drivers 24/7 access to event/license registration, rulebooks for each location with tech specs and race team marketing assets.
  • Addition of new venue, ERX Motorpark in Elk River, Minnesota with new truck racing track, designed for racers, by racers.
  • 13-race championship season
  • Improved media relations
  • Dedicated social media team with constant fan communication and assistance to drivers and teams in amplification of their efforts
  • Live event broadcasting through, Facebook Live, Facebook Live endemic partners, Fox Sports Go, YouTube Live and
  • MSI managed on-site operations for the TORC 2016 National Championships and Crandon World Cup, which both taking place during the 2016 Labor Day weekend at Crandon International Raceway, drawing more than 49,000 fans

In June of 2016, UTV racing joined the TORC Series for championship stops in Elk River, Minnesota; Bark River, Michigan and Crandon, Wisconsin.

“UTV racing is the best feeder class we can possibly have for short course off-road truck racing and it’s an ideal fit for us as we grow the TORC Series,” said Dave Swanwick, co-founder of MSI.

The TORC PRO UTV series schedule will expand in 2017, bringing UTV racers onto the entire championship calendar.

An expanded content marketing plan effectively kept current and future TORC fans involved in the 13-race championship season. MSI Live provided more than 120 hours of HD quality digital broadcasts with a strong TV package bringing the action to fans anywhere in the world. The addition of a new venue at ERX Motorpark in Elk River, Minnesota with new truck racing track was another win for the series in 2016, expanding reach and industry relations throughout the Midwest.

\ \\ \ Project Results

120 Hours of HD programming

// /aired on, Facebook Live, Four Wheeler, Fox Sports Go, YouTube Live & Fanschoice.TV

4.5M digital video views
552K Web Traffic [up 26.01% since 2015]
563K Social Media Audience
  • 2.4M Advertising Impressions
  • Production of first ever off-road World Cup aired live on, Facebook Live, Four Wheeler, Fox Sports Go, YouTube Live & Fanschoice.TV
  • 4.5M Digital Video Views
  • Introduction of PRO UTV classes
  • 113K spectators