case study

Uniting fierce competitors for an epic fan experience

To hook fans and keep them engaged throughout the 10-week post season, we created an activation that brought NASCAR and its fiercely-competitive auto sponsors together for the first time ever. This massive program balanced lead-gen and fan engagement objectives with an adaptive and personalized platform.

Four interconnected, promotional experiences engaged casual and die-hard fans alike, while a level playing field ensured each brand was equally represented.

The UX allowed for multiple entry points, let fans choose how and when they engaged and encouraged them to explore all parts of the experience.

Social and digital content surrounded the program and drove fans to participate.

Fans who entered through the NASCAR Chase Grid Game predicted which drivers would advance through each round of the Chase.

Each elimination round brought a new chase for awesome, race-used prizes.

Fans who entered through the sponsor experiences chose which track-inspired car they wanted to chase.

Check out how it all came together.

results

115M

total impressions

275K

unique registrations