Experiential marketing, built and run by one senior team. Concerts, tours, race days, expos, launches and brand activations, measured like media.
$5M+raised in partnerships for the Migos tour
140,000+live data points read in a single race*
20,000square feet at Nampo Harvest Day
80%peak show rate at our Canadian Grand Prix race day, on a paid ticket
Race Control reads Formula 1 live timing for all 22 cars, about twelve updates a second at race pace. Counted from our own recording of the 2026 Dutch Grand Prix: 70,757 timing updates carrying 143,100 values, lights out to the flag.
The work, live
02 / 08 Owned property F1inTO race days We took F1inTO over and built it into the biggest race day in Toronto. Big screens, full sound, prize drops and a race-day app. 
03 / 08 Tour Nasty C, the Ivyson Tour Creative direction for one of Africa’s biggest exports, from the album world to the tour on the road. 
05 / 08 Arena shows Mabala Noise The creative department behind a hit-making label: shows, campaigns and the artists on stage. 
06 / 08 Expo EGO at Decorex The Garden of the Future: mowers on lit plinths, green walls and turf, made battery power the obvious next step. 
07 / 08 Activation The Ivyson Tour truck A rolling activation that pulled crowds to the Castle of Good Hope in Cape Town. For CMOs and marketing directors
The idea, the name, the look, the build, the run of show and the room on the day. No hand-offs between five agencies and nobody to blame but us.
Every moment is designed for the phones in the room. We capture it live and cut it for social, so the event keeps working after the doors close.
Our race-day app logs every guest: entries, challenges, sponsor scans and quiz answers. You leave with the data, not a guess.
Partner moments live inside the experience: QR stations at the booth, challenges that send fans to the bar, photo missions with the logo in frame.
Owned property
F1inTO is Toronto’s Formula 1 watch party and fan community. We took it over and built it into the biggest race day in the city: big screens, full sound, prize drops and a room full of people who care. It is where we test every idea before we run it for a client.
F1inTO is a brand of Culture Cartel Live. An independent fan event, not affiliated with Formula 1 or the FIA.
Race days we ran
A poster for race week, a room on race day and a draw at the flag. This is the property where we test every idea before we run it for a client. Pick a card.
Race days · the rooms
The engine · Prize Runner, case 001
A live room is a one shot. A packed room is invisible the morning after, and sponsors pay for attention nobody can measure. So we gave F1inTO an engine that captures every fan in the room, understands them, predicts what they will buy and brings them back.
01Capture
A code on every table and lanyard. Scan, pick a team, pick a driver, you are in. No download, no password.
For the CMOA named list of real fans from a room that used to leave nothing behind.
01 · Scan and enter
02 · Pick your team
03 · Pick your driver
04 · You are in02Engage
Every follow, signup, sponsor visit and referral earns entries and writes a signal to the database. Cap entries per fan, or leave them unlimited.
For the CMOWeights are set per event, so the booth you need busy is the one worth the most.
Entries per fan, your callCap it at one or leave it unlimited, with every action weighted per event.
Example weights
03Draw
Filtered, random, synced across two host phones and written exactly once. Skill-testing question and no purchase necessary, by law.
For the CMOA prize draw your legal team can audit, run live in front of the room.
Fans who scanned once and vanished drop out.
Flat random past the floor. An equal shot, fully auditable.
Two host phones, one source of truth, in real time.
The winner is written once. No double claims.
04Understand
Each guest is read into a tier, a segment, a churn risk and a lifetime value. Then a purchasing model predicts who will buy, when and what, so the next race fills itself.
For the CMOKnow who to reward, who is slipping and who is about to buy, before tickets go on sale.
Purchasing intelligenceThe next sale, predicted
Fans ranked by intent to book the next race.
The window each one tends to book in.
The seat, tier or merch they reach for.
05Retain
Points become free seats, free seats become a habit, and AI drafts the note that brings each fan back. Four guardrails: facts as data, a bounded prompt, house style in code, and a person approves every send.
For the CMORepeat attendance you can attribute, and a list worth more every race.
A season of engagement, totalled per fan.
A free seat, minted on demand.
Per team, in their driver’s livery.
Matched back by email, not guesswork.
Engage, redeem, check in. It feeds the next race.
Four races straight and you are climbing the grid. Here is a free seat for the next one, on us. Bring someone who has never felt lights out in a room full of fans.
F1inTO is a brand of Culture Cartel Live. An independent fan event, not affiliated with Formula 1 or the FIA.
The numbers · F1inTO and Race Control
Race Control reads Formula 1 live timing for all 22 cars, lights out to the flag. Counted from our own recording of the 2026 Dutch Grand Prix: 70,757 updates carrying 143,100 values.
Gaps, intervals, sectors and speed traps for every car: well over three times a second, about twelve at race pace in our recording.
Our Canadian Grand Prix race day, on a paid ticket.
Configurable per event. Cap it at one, or leave it unlimited, and set what each action is worth.
Facts as data, a bounded prompt, house style enforced in code, and a person approves every send.
Every fan who scans in is read into one of five segments from their entries, redemptions and check-ins, and each segment gets its own next move. Scroll, and the crowd sorts itself.
Illustration of how the model works. Every group is drawn the same size: it is not a count.
Race figures counted from Race Control’s own recording of the 2026 Dutch Grand Prix live timing feed. Show rate from F1inTO’s Canadian Grand Prix race day. F1inTO is a brand of Culture Cartel Live, an independent fan event, not affiliated with Formula 1 or the FIA.
Play it yourself
Capture and Engage are the part a fan touches: a draw, a game and a sponsor engine in their pocket, with no download. Play it right here. It is the same build that runs our race days, in demo mode.
Email is the key. No password, no download, in under ten seconds.
Choose a constructor and a driver, and the whole app takes on your team’s colours.
A bingo card for the room: find a fan in a Ferrari cap, high-five the crew at the partner booth.
Scan the QR code at the Monster Energy station for extra entries. Footfall a sponsor can count.
Predict the top ten, take the F1 trivia, find your driver DNA. Every answer is a data point.
A WhatsApp concierge for tickets, entries and live timing. Run so far as a controlled test.
The F1inTO race-day app. A real build, running here in demo mode: nothing you enter is saved.
White label
F1inTO Prize Runner is one build. The engine underneath is the product: capture, play, fair draws, fan scoring and loyalty, for a league, a venue, a festival or a sponsor with a season to fill. Yours to license, commission or co-brand.
A crowd becomes named profiles in seconds.
Entries, bonuses, predictions, trivia, bingo.
Filtered, random, real time, auditable.
Tiers, churn, lifetime value, next best action.
Points to comps to repeat attendance.
On-brand one-to-one messages, a person approves each one.
Two phones, one truth, no desync.
Your brand, your tables, your domain.
Run the engine under your own brand and your own data. We set it up, you own the room.
Brief usWe design and ship a bespoke version around your sport, your sponsors and your venues.
Brief usWe operate it with you, live, end to end. Race day by race day, with the numbers after each one.
Brief usYour data, your tables, your brand. The same engine underneath.
Waitlist open · Toronto
Be on the grid when the lights go out.
Launching soon. Join the waitlist and you hear it first: the box office, the Grid Pass, the letters and the next race day.
gridclub.ca · built and run by Culture Cartel Live
GRID+CLUB is an independent fan community run by Culture Cartel Live, not affiliated with Formula 1 or the FIA.
How we run it
The idea, the name, the look and the reason anyone shows up. Written down before anything is booked.
Venue, production, partners, permits, ticketing and staffing. One run of show, owned by one team.
We run the room. Content captured live, partners looked after, the moments that travel engineered in.
Attendance, dwell, entries, partner scans, social reach and what to change for the next one. Reported, not guessed.
From the floor
Stadium tours, show floors, race days and a truck outside a castle. Two continents of crowds, shot on the night.
Smirnoff x Migos Culture Tour · South Africa · 2018
Nasty C live · South Africa · 2019
GVA Lighting · Lightfair New York · 2015
F1inTO race day · Toronto
Migos live · South Africa · 2018
Ivyson Tour truck · Castle of Good Hope, Cape Town · 2019
Mabala Noise · South Africa · 2018
GVA Lighting · Lightfair New York · 2015
EGO x Smith · Decorex · 2022
Smirnoff x Migos Culture Tour · South Africa · 2018
Mabala Noise event · South Africa · 2018
Nasty C, the Ivyson Tour · South Africa · 2019
Live RFP
Event date, city, rough numbers and a brief if you have one. A producer-minded reply within one business day.