Discount Tire “Discover Your Drive” Promotional Website
Discount Tire wanted to boost awareness of their sponsorship of NASCAR drivers Ryan Blaney and Austin Cindric. Partnered with Goodyear, we gave racing fans and interactive, 3D behind-the-scenes experience at a one-of-a-kind custom-made track. Each week, we release more areas to explore and more easter egg content that gained to more chances to win exclusive NASCAR prize bundles.
We used Rhino and Twin Motion to create the 3D track and the explorable environments inside – the garage, pit lane, infield, finish line and camping area. Each time we revealed and new area, Ryan and Austin would post promotional videos on the social feeds to drive fans to the website.
Here’s a quick run through of the program
The video shows a walk thru of the site. As fans explored the site, they collected hidden objects. As they collected more objects, they gained more entries to win prizes culminating in a big NASCAR grand prize at the end of the season.
Fans could explore an interactive race track
Visitors could explore a bespoke race garage patterned after the real thing!
We gave fan exclusive access to the pits to find easter eggs!
Camping at the track is a regular occurance and we gave fans an opportunity to experience it.
A look at the finish line from the pit lane is a rare sight. Fan could explore and find prizes including tickets to a race!
The infield at a NASCAR race is a site to behold. So we gave fans a chance to see it up close.
Each week, Team Penske, Austin Cindric and Ryan Blaney shared details on their social feeds to drive people to the promo and tease the prizes. the program was also supported by in-store displays, digital ads and CRM.