CodeFish Racing: Accelerating social engagement at VAILO ADL 500

Who is CodeFish?

CodeFish Studio (CodeFish) has a fundamental belief that technology shouldn't have limitations. They have built a reputation for delivering tailored solutions that combine both software and hardware expertise. Their team of passionate experts guides projects from initial concept through to final delivery which ensures every solution exceeds expectations at every phase of development.

We worked with CodeFish to maximise their first-ever motorsport sponsorship at the VAILO Adelaide 500. Refuel Creative was tasked with creating engaging content and managing social media throughout the action-packed race weekend.

What was their problem?

When CodeFish prepared for their debut as a Stadium Super Truck sponsor, they had planned to build excitement with a promotional video showcasing their race truck.

However, they faced not one but two significant challenges. First, there was a delay with the arrival of the trucks, forcing them to pivot their initial marketing strategy. Without the physical truck for filming, CodeFish needed an alternative way to generate buzz and maximise their sponsorship investment.

Then, during the first practice session, a dramatic crash threatened to derail their entire race weekend. They needed a partner who could adapt quickly to rapidly changing circumstances - from managing delayed assets to navigating unexpected on-track incidents.

This flexibility would prove invaluable as they navigated both the lead-up to the event and the intense challenges that emerged during race weekend itself.

Their needs

Build anticipation and engagement before the Adelaide 500 without the physical supertruck available for filming.
Create a comprehensive social media strategy that could adapt to live racing conditions.
Develop eye-catching graphics and design assets to establish brand presence in motorsport.
Maximise exposure of CodeFish's sponsorship investment across multiple channels.
Establish a content plan that could showcase both the racing action and partner relationships.
Turn CodeFish's first motorsport sponsorship into measurable brand awareness.

What we did

The CodeFish racing project required a dynamic approach across multiple marketing channels. Working closely with the CodeFish team, we developed a strategy that would maximise their Adelaide 500 presence both before and during the event.

Design

We created a series of punchy graphics for social media to build anticipation before the race weekend. These designs helped build CodeFish's motorsport identity and maintain excitement despite the delayed arrival of their race truck.

Using Canva for easy, on-the-go editing and exporting, we were able to roll out content in a streamlined, time-saving fashion before, during and after the event.

Social media management

We developed a comprehensive social media strategy built around real-time event coverage. Our approach included:

Pre-event content to build anticipation
Live race weekend updates
Behind-the-scenes content showing the team in action
Partner highlight posts
Regular engagement with motorsport community accounts

Content creation

Throughout the weekend, we focused on creating engaging content that showcased:

The team's resilience and determination
Partner involvement and support
Racing action and results
Pre and post race video interviews
Pit lane events and networking opportunities
The successful podium finish

Crisis communications

When the CodeFish super truck was damaged in an accident during the first practice, we were fueled by determination to get back on track. We knew we had to quickly pivot our strategy to:

Take control of the narrative across all channels
Release a video statement from the driver post-accident
Coordinate with major accounts like Adelaide 500 and Stadium Super Trucks
Document the comeback story in real-time
Manage collaborative posts with partners and supporters
Share regular updates on the repair progress
Actively engage with comments relating to CodeFish across verified channels including 9News, Adelaide 500, and Stadium Super Trucks

The challenges

When developing content for motorsport, timing is everything. Our first major hurdle came before the event even began.

With the race truck's arrival delayed, we needed to generate excitement without the star of the show. We adapted by creating engaging graphics and social content that built anticipation using renders and concept art of the truck.

However, the real test came during the first practice session on Thursday. When the truck rolled during the second lap, we had moments to switch from planned event coverage to crisis management to keep fans updated and maintain brand confidence.

The uncertainty didn’t end there—after a second crash that same day, the continued running of the Stadium Super Trucks was far from certain. We knew we had to find a way to continue to leverage sponsorships while keeping communication open with fans invested in the series' future.

Another challenge emerged as new partners joined the effort to get the truck back on track. We had to quickly integrate these supporters into our content strategy, ensure their brands were properly represented, and maintain clear communication across an expanding network of stakeholders.

The results

What started as a potential disaster turned into a story of triumph, both on and off the track. Our strategic approach to content and crisis management delivered impressive engagement across our target platform.

Social media growth

We significantly expanded CodeFish Racing's reach on new Instagram and Facebook accounts during the race weekend:

71,335 content views with 85.5% reaching new audiences
28,281 views on our reels
Nearly 1,200 new profile visits
Successful collaborations with major accounts including Adelaide 500 and Stadium Super Trucks, resulting in our content reaching more viewers and landing a spot on their Instagram profiles

Content engagement

Our most successful content came from turning the setback into a comeback story:

Our comeback video reached 9,865 views with 270 interactions
Overall engagement split almost exactly between followers (49.1%) and new audiences (50.9%)
1,413 total interactions across race weekend content
Multiple successful collaborative posts with major motorsport accounts

Cross-brand impact

While the race weekend generated significant direct engagement for CodeFish Racing, we also observed notable activity across CodeFish Studio's social channels during the time period.

CodeFish made a strategic decision to not post Racing content on their feeds, restricting this to stories. Despite this, there was a strong increase in engagement for the CodeFish Studio social channels.

Total views increased by an average of 128.8% (Instagram ↑29.2%, Facebook ↑228.4%)

Content interactions grew by an average of 189.55% (Instagram ↑88.2%, Facebook ↑290.9%)

This overlap between CodeFish Studio and CodeFish Racing content demonstrated the strategic value of integrated brand storytelling.

Conclusion

From turning the initial truck delay into an opportunity for creative content, through to transforming a dramatic crash into an inspiring comeback story, we helped CodeFish develop their Racing brand. We also helped to engage with a whole new audience across social media.

More than just managing content, we demonstrated how quick thinking and strategic communications can turn any challenge into an opportunity.
The successful weekend proved that CodeFish's innovative approach extends beyond technology and onto the race track.

With discussions already underway for the 2025 VAILO ADL 500, we're excited to continue working with CodeFish. It will give us another chance to grow their motorsport presence and build on the incredible momentum generated during their racing debut.

CodeFish Racing: Accelerating social engagement at VAILO ADL 500

Who is CodeFish?

What was their problem?

Their needs