Following on the heels of ID Agency’s 10th Formula DRIFT season opener, the agency reconvened at the Long Beach Grand Prix to support the second race of the 2013 Pirelli World Challenge season.

The Pirelli World Challenge has emerged in recent years as the flagship championship in Pirelli’s ever-growing lineup of partner sports car road racing series. The Italian tire manufacturer provides a wide range of P Zero fitments for a variety of competing models in all four racing classes: GT, GTS, Touring and B-Spec.

The ID Agency was on site all weekend to host media guests and VIPs as over 100,000 guests filtered through the Pirelli booth at the Long Beach Convention Center. The booth, outfitted with a McLaren 12C GT Can-Am Edition, McLaren 12C Spider, Pirelli World Challenge TRG Aston Martin Vantage GT4 and Kimi Raikonnen’s F1 Lotus Renault also had four racing simulators and a photobooth for consumer engagement.

On Saturday night, Racer Magazine hosted its 21st anniversary party presented by the Pirelli World Challenge and co-hosted by the SCCA. The event was a resounding success and saw many industry friends and colleagues gathered together to celebrate a momentous occasion for both racing and journalism.

For the second year in a row, Pirelli Tire North America made an appearance at the New York Auto Show where the Italian tire manufacturer clinched the JD Power and Associates award for highest original equipment tire customer satisfaction in the truck/ utility category.

The ID Agency executed two media programs during the press portion of the auto show; the first featured a roundtable lunch connecting top editors from Source Interlink and high-level executives from Pirelli. The second was an intimate lifestyle blogger outreach that included a tour of the auto show floor highlighting various original equipment fitments and Pirelli’s growth in the North American market.

In addition to the JD Power and Associates award, Pirelli also announced new O.E. fitments for the 2013 Lincoln MKZ and 2013 Cadillac CTS last week. This follows on the heels of Ferrari, Lamborghini and Maserati announcements made at the Geneva Motor Show in early March. Pirelli continues to expand its range with the addition of the Sottozero Serie 3, an ultra-high performance winter tire for premium segment cars with medium to high engine capacity.