The Challenge

Reintroduce and generate new momentum for the iconic Gymkhana franchise by debuting the Subaru “Brataroo 9500 Turbo” at the 2025 SEMA Show and generating global visibility for the launch of “Gymkhana 2025: Aussie Shred.”

Our Strategy

Kahn Media executed a coordinated PR campaign beginning with the live reveal of the Brataroo at the SEMA Show. Through embargoed media outreach and strategic distribution, we aligned top-tier automotive and lifestyle outlets to publish synchronized coverage on the video’s launch day, amplifying the YouTube premiere and reinforcing HOONIGAN’s new chapter.

The Results

The campaign generated 196 media placements and more than 2.8 billion earned impressions, delivering an estimated $11.2 million in earned media value. The YouTube premiere has reached 9.6 million views, helping reestablish Gymkhana as a global leader in automotive content.

Canva HOONIGAN SEMA Report 2025 – pull some screenshots