Objective – Leverage Nabisco’s driver assets to build brand awareness with consumers and increase entries to the national sweepstakes.
Solution – Offer exclusive access to Nabisco drivers, Tony Stewart and Ryan Newman via online chat. Event included one full hour of chatting with the drivers while Matt Yocum moderated and helped drive brand messaging. The iconic drivers fielded questions from fans while giving fans a chance to see behind the scenes at the race shop.
