Since the biggest opportunities for ticket sales remained in our own backyard, we developed a “Hoosier Driver” campaign for locals to vote on their favorite drivers. Fans were directed to a custom landing page where they could cast their vote and join the conversation with other fans about the race.
The red, white and blue racing theme and posterized treatment carried through TV and web video to play up the NASCAR rivalries and honor Jeff Gordon’s final race at the Brickyard.
To help promote the importance of Jeff Gordon’s final year, a Farewell Tour tribute poster was utilized across the state to promote the last chance for Hoosiers to see their hometown hero compete at the Brickyard.
Regional billboards across the state were strategically placed and messaged to play off the “See it Live” theme.