NASCAR Sprint Cup
Rewarding passionate race fans, both at the track and on the sofa.
As creative leads on Sprint's sports marketing at Goodby Silverstein & Partners my partner and I oversaw everything NASCAR including the Sprint Speed Site and social media.
The Sprint Cup Fan Rally was a social campaign where fans could accumulate points and other goodies by “checking in” at NASCAR tracks, designated Fan Rally stops around the country or even from their own living rooms when they’re watching the race. The points winner at the end of the season won an all-expense paid, VIP trip for two to Champion’s Week 2011 in Las Vegas.
The Sprint Speed site brings brings fans closer to NASCAR than ever before, with real-time race coverage, in-car audio, and pre-race contests with results broadcast on ESPN during the race.
The Sprint Speed Site became the number two driver of new customer acquisition of all Sprint marketing efforts online and off.
Historically the Sprint Cup Girls never got up close and personal with fans so we created "Ask Miss Sprint Cup" allowing fans to submit questions to drivers or the fans then tune in to watch the Sprint Cup Girls find the answers. We wanted to to show that the Sprint Cup girls were more than just podium props, so we sent them into the heart of fandom – the infield, to find the best tailgater BBQ, they hunted down and pranked drivers in the garage and their personal RVs. A few years and hundreds of videos later, #AskMSC is still alive and kicking today, and it even became a regular bit on Fox Sports.