Jack Miller’s ‘Send at the Bend’
Our athletes are ambitious, determined, driven and successful. That drive often comes with big-picture ideas.
A BIG-PICTURE IDEA
Introduction.
This is exactly what Australian MotoGP rider Jack Miller had in mind when he came to us with the idea of racing the final round of the Australian Superbike Championship (ASBK) in South Australia just a week after the final round of the 2022 MotoGP Championship.
THRILLER MOTORSPORTS
A team of his own.
Jack competed in the 2021 running of the ASBK; however, this was with the Australian Ducati team, which supported him with an arrive-and-ride program.
For 2022, Jack had plans of his own: Thriller Motorsports, a three-rider team with three different motorcycle manufacturers and title sponsors, supported by a handpicked team of international mechanics.
OUR APPROACH
Operations and logistics.
Owlpine Group was engaged by Jack Miller to manage all operations and logistics as well as a variety of additional services.
This included onboarding all corporate sponsors, one of which was Jack’s personal sponsor Caterpillar Inc., which was supported with significant naming rights and the request to accommodate 40 of its staff over the course of the weekend with corporate hospitality.
Owlpine Group utilised its trusted content creators who were engaged to capture the story for a variety of channels which included Jack Miller, Team Miller, corporate partners and all mainstream media.
The role of operations was also granted to Owlpine Group to ensure all team personnel were accommodated and arrived at the circuit from all corners of the globe.
HIGHLIGHTS
Jack’s top-performing post for 2022.
Jack’s ‘Send at the Bend’ set the foundation for what would be his top-performing post of 2022. Given Jack competes at the pinnacle of two-wheel motorsport for a factory team, the point of difference from week to week is non-existent due to the consistency of branding. With the ASBK not being a contracted MotoGP event, Owlpine Group had the ability to leverage the partnership between Jack and Cat by establishing a dedicated Cat livery across the motorcycle and leathers.
The combination of providing Jack’s audience with something out of the ordinary in collaboration with the iconic Cat branding and colour scheme threw Jack’s audience into a double-tapping frenzy. See the post on Instagram.
MERCHANDISE
Send at the Bend exclusive merchandise.
In 2022 Owlpine Group launched Jack Miller’s very own eCommerce platform, giving Jack’s audience direct access to his own range of merchandise away from global MotoGP rounds. The ASBK round provided Owlpine Group the ability to create a dedicated capsule T-shirt for the event itself, which was available to the public who attended the event, with the special addition of a daily signing by Jack Miller himself.
THE DOCUMENTARY
A Jack Miller documentary by Cat.
A key focus for Cat to leverage its overall 2022 investment was to create a long-format documentary-style piece with the goal of educating Cat dealers and fellow machine owners about who Jack Miller is and why he is the perfect and only Cat ambassador. ‘Send at the Bend’ would ultimately provide the perfect opportunity to document Jack’s profession without adhering to strict filming guidelines which Dorna Sports has in place for MotoGP championship rounds. You can watch the full Crossroads documentary here.
