Objective – Build awareness of Oreo’s sponsorship with Tony Stewart and their milestone as they celebrated their 100th birthday.
Solution – As part of the overall 100th birthday campaign, design a fun and exciting car and driver uniform design for the 2012 Nationwide Series season opener at Daytona International Speedway. A press conference was orchestrated and included the car unveiling and an Oreo 100th Birthday cake cutting complete with Oreo Birthday Cake Cookies and Mr. Oreo himself. National interviews included ESPN, The Dan Patrick Show and FOX Sports Radio. Following the press conference, the party continued as Tony Stewart held interviews at the PRN Live event and consumers were treated with Oreo Birthday Cake cookies. On race day, a special Oreo car cake was delivered to the Hollywood Hotel broadcast staff to enjoy on-air during the race.