Brands Should Think Long and Hard Before Using Drones in Marketing, Says DRL CEO

Nick Horbaczewski shares a few tips on using the technology

Drone Racing League founder and CEO Nick Horbaczewski shares some drone tips for brands.
Headshot of Katie Richards

Brands have a tendency to jump on the latest technology trends, just for the sake of saying they did, but not truly understanding the ins and outs of the technology.
That’s something Nick Horbaczewski, founder and CEO of the Drone Racing League (DRL), sees brands doing quite frequently with drones—using them in their marketing because it seems cool and forward-thinking, without truly understanding how to use them or the audience that truly appreciates drone and drone racing.
“Drone fans and especially drone racing fans, they are serious about the sport. They love it, they watch it, and so you want to get involved in a way that is really going to be authentic to those fans,” Horbaczewski said.
Horbaczewski, is of course, no stranger to drones. He’s especially well-versed in how brands can best use them in their marketing, and when a brand maybe shouldn’t use drones. Recently, the DRL worked with watch company Swatch on a major brand campaign. DRL acted as an agency for the brand, and created a global ad campaign for Swatch called “Time to Fly.”
“We work very hard at the Drone Racing League to incorporate our partners in a variety of ways that both promote their brand and messages, but also feel natural to the sport and the content we are producing,” he added.
Hear more from Horbaczewski in the video below.


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@ktjrichards katie.richards@adweek.com Katie Richards is a staff writer for Adweek.