Driving High-Octane Growth: Behind Mecum’s $441M Kissimmee Auction
Mecum Auctions is the world’s largest collector car auction company, hosting live events across the United States featuring collector cars, antique motorcycles, and Road Art memorabilia. A Granular client since July 2024, Mecum operates monthly auctions and is widely recognized for producing the most high-energy and high-value automotive auction events in the industry. The Kissimmee, Florida auction is the flagship event on Mecum’s calendar, drawing national attention from bidders, consignors, and enthusiasts alike. 
The Opportunity:
Kissimmee was already the largest collector car auction in the world. The objective wasn’t launching something new, it was scaling something massive.
Mecum needed to:
• Build early momentum months before the 13-day event
• Drive consignments, ticket sales and bidder registrations at scale
• Capture high-intent search demand efficiently
• Sustain performance throughout the full auction window
• Break previous records without inflating acquisition costs
• Drive new customers interested in car shows and car auctions to the event
Growing the world’s biggest auction requires precise timing, channel coordination, and strategic budget allocation.
Granular’s Solution:
To drive record-setting performance, we deployed a multi-channel, full-funnel strategy designed to build early awareness and convert high-intent demand as the event approached.
- Launched campaigns months in advance to build anticipation and secure consignments, early ticket buyers and bidder registrations.
- Invested heavily in programmatic advertising, weighted toward premium Connected TV placements on networks such as ESPN, Fox News, and CNN to reach affluent automotive enthusiasts in high-attention environments.
- Leveraged Meta as a primary driver of pre- and in-auction bidder registrations and ticket demand, maintaining a strong blended cost-per-acquisition.
- Executed real-time creative updates during the live event to maintain urgency and maximize in-market conversions.
- Utilized Google Search and Microsoft Ads to efficiently capture brand and auction-intent traffic as interest surged closer to event dates.
- Ran YouTube and Reddit campaigns to feed upper-funnel awareness and support overall subscriber growth and ticket/bidder registration demand.
- Activated Instagram Reminder and Event campaigns to engage users who preferred purchasing at the gate, preserving late-stage volume.
- Dynamically shifted budget toward high-intent Bidder and Ticket campaigns as the event approached to maximize conversion efficiency.
- Partnered with the client to develop a diverse suite of creative assets tailored to specific audience segments.
The Results:
The 2026 Kissimmee auction became the most successful car auction in history.
- $441+ million in total sales
- $259 million single-day sales record
- 54 vehicles sold for more than $1 million
- More than 140,000 attendees across 13 days
- Sustained an 80%+ sell-through rate
Multiple company records were shattered, solidifying Mecum Kissimmee 2026 auction as a landmark event in the collector car industry.
Client Feedback:
“$441 MILLLLLLLLION Dollars – multiple records smashed!”
— Mecum Auctions Team
Questions?
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