Originally published on The Amp, Giant Noise's LinkedIn newsletter. Event details are as originally published.
Welcome back. Issue 6 of The Amp is here, and we've packed it with client news, must-attend events, and industry moments worth your time.
The Work
Here's a behind-the-scenes peek at how Giant Noise created a successful integrated marketing campaign for our client, Lone Star Le Mans.
Client: Lone Star Le Mans — the FIA World Endurance Championship's only North American stop — is happening Labor Day weekend at Circuit of The Americas in Austin, Texas. Lone Star Le Mans is Giant Noise at full strength, using paid media, influencer marketing, PR, and events working as one team, one plan, and one story.
Why we did it: When Le Mans Endurance Management brought us Lone Star Le Mans, the assignment was clear: get Austin to show up. The race brings the world's oldest and most storied endurance series — straight from the 24 Hours of Le Mans — to COTA for six hours of racing across 35-plus cars from Ferrari, Porsche, Cadillac, BMW, Toyota, and more. But outside of hardcore motorsport circles, most Austinites didn't know it was happening in their own backyard. In its third year, the race needed to move beyond racing fans and reach entertainment seekers, families, and the broader Austin sports crowd to drive ticket sales and fill the grandstands.
What we did: Giant Noise led an integrated paid media, influencer, and PR campaign built to reach Austin at scale and at street level. On the paid side, we layered digital display and connected TV; a broadcast schedule spanning every daypart across NBC, ABC, and FOX affiliates; two billboards on I-35 flanking COTA's main corridors; and a hand-painted mural downtown that reimagined Le Mans through an Austin lens, complete with a QR code driving passersby to tickets. We paired that with sponsored placements across Do512 and 365 Things Austin and activated a roster of Austin lifestyle creators with BOGO ticket codes. To give the city something to get excited about before the race, we promoted the free Road to Lone Star Le Mans Fan Zone in Mueller. We worked with Wild Sky Events, which produced and conceived the event, and brought race car displays, the 24 Hours of Le Mans trophy, live Ford pit stop demos, and racing simulators, which became the hook for media and creators in the weeks leading up to the race. Our PR push extended the story beyond the track and drove in-person ticket sales.
Results: Le Mans is now impossible to miss in Austin. With the race still ahead on Sept. 4-6, 2026, paid media has already delivered more than 8.5 million impressions across broadcast, digital, CTV, and out-of-home, with CTV spots posting a 99% video completion rate. Earned coverage has topped 97 million in potential reach, anchored by Forbes and Yahoo Travel and rounded out by the Austin American-Statesman, CultureMap, Austin Monthly, The Austin Chronicle, KXAN, Visit Austin, and repeated Do512 newsletter placements. Creator and social coverage of the Fan Zone added another 1.25 million in reach, with influencers like @emilylovesatx, @theaaronross, and @exploreatx_ driving direct ticket offers to their audiences. The downtown mural has already become a photo stop in its own right. What started as a race for racing fans is now a citywide Labor Day weekend event.
Want to experience it yourself? Race tickets are still available.
Industry Notes
Marketing moves fast. This section is our standing commitment to staying ahead of it — trends, shifts, and cultural moments that are reshaping how brands show up.
While it’s still clearing 100 degrees at our HQ in Austin, the return of college football, back-to-school nostalgia, and pumpkin spice lattes all point to one fact: it’s almost fall, y’all. Gap is getting hyped for homecoming by partnering with HBCU Southern University’s “Human Jukebox” marching band; Starbucks makes being basic cool with a pumpkin spice latte ad featuring cross-generational celebrity appearances from Martha Stewart and Off Campus actor Belmont Cameli; and Pizza Hut is coming from all angles by reviving the beloved ’80s BOOK IT! reading program and dropping the “pizza” from its name for 25 weeks as part of a football season stunt rebrand.
The takeaway? By embracing America’s favorite season, brands have the opportunity to align themselves with the warm and cozy feelings audiences associate with crisp autumn leaves, gameday tailgates, and fresh notebooks. But for now, we Texans will be taking our PSL lattes iced, thank you very much.
The Dossier
Events, openings, launches, and happenings worth putting on your radar. Mark your calendars accordingly. From the annual State Fair of Texas to goat yoga, here's what's on our radar — and yours.
Sept. 4-6, Lone Star Le Mans, Austin: The Lone Star Le Mans, part of the globally renowned FIA World Endurance Championship (WEC), returns to Circuit of The Americas from Sept. 4–6, bringing world-class endurance racing back to the heart of Texas for its only North American stop of the season. Weekend passes are on sale now. For more information and to purchase tickets, click here.
Sept. 5, Goat Yoga, The Woodlands Resort, Woodlands (Houston): Goat Yoga at The Woodlands Resort returns by popular demand on Saturday, Sept. 5, in partnership with LTD Farms. Beginning at 9 a.m., this one-hour outdoor experience blends movement, relaxation, and playful goat encounters against the resort's scenic backdrop and expansive Texas skies. Open to both resort guests and the public, tickets are $60 and include a yoga mat, professional instruction and dedicated time to interact with the goats. With only 20 spots available, early reservations are encouraged. Reservations can be booked at ltdfarms.com.
Sept. 5, Goat Yoga, Signia by Hilton La Cantera Resort & Spa, San Antonio: This Labor Day weekend, Signia by Hilton La Cantera Resort & Spa will host Goat Yoga for adults and children (ages 10 & up). Combining simple, beginner-friendly poses with gentle goats who love to roam and cuddle, it's the perfect family experience. Tickets are available for purchase now and can be found here.
Sept. 21–29, Loma de Vida Spa's 10th Anniversary Celebration, Signia by Hilton La Cantera Resort & Spa, San Antonio: Signia by Hilton La Cantera Resort & Spa’s award-winning luxury retreat, Loma de Vida Spa & Wellness, will celebrate a decade of relaxation and tranquility in the Texas Hill Country this September. Guests can celebrate the spa’s 10th anniversary with 10 days of specials from Sept. 21–29 and enjoy a special GLOW: Radiance After Dark experience on Sept. 30. Bookings and more information are available here.
Hill Country-style wellness at Loma de Vida Spa inside Signia by Hilton La Cantera Resort & Spa
Sept. 25-Oct. 18, The State Fair of Texas, Dallas: It’s our favorite time of year! The State Fair of Texas marks the official arrival of fall, and while the temps still scream summertime heat, the food, music, and carnival rides in the Midway say something else. Don’t miss the Burger Chop Tater Tacos, made with a shell of cheddar cheese and tots and filled with a burger patty, jalapeños, Buffalo buttermilk ranch coleslaw, and Fletcher’s new chocolate-filled corny dog. Insider tip: food after rides. Attempting the Crazy Mouse after inhaling a batch of fried butter won’t do you any good. Tickets available here.
What We're Loving
Not every recommendation comes with a contract. Things We Love is our unfiltered edit, curated each month by Vice President of Partnerships Kristie Ramirez.
RPS, an acronym for Rich People Sh*t, has been a favorite read lately for the ultimate immersion into a very niche and always fascinating subculture of things mostly only the very monied know and care about. Read about everything from a Nantucket shopping staple banning influencers to private clubs you’ll never get into on its Substack and Instagram. It’s a real joy to read and gives me my aspirational fix of needing to be in the know.
Something else I’m obsessed with and has turned my skin around is French brand Mimétique’s Skin Revive Soothing Face Serum, Skin Booster Radiance Face Oil, and Skin Restore+ Rich Plumping Face Cream. No lie, this trifecta has completely changed my skin over the last month — think: plump, supple, dewy, fresh! — and now I’m required to travel to France four times a year to replenish my supply. Just kidding, you can actually now buy it on Moda Operandi, because of course you can.
See you in Issue 7. Until then, follow us on Instagram and LinkedIn, forward this to someone who needs to know about Giant Noise, and if you're ready to work together, reach out at newbiz@giantnoise.com (mailto:newbiz@giantnoise.com).