Carvana Racing
CHALLENGE
With the Indy Car season complete, how can engage with fans of Jimmie in the off-season?
SOLUTION
Racing fans are some of the most dedicated fans in all of professional sports so we decided to use their fandom of Jimmie Johnson as the subject of our posts.
EXECUTION
These fans collect everything: t-shirts, hats, pictures, die cast models, glassware, posters, etc if it has Jimmie Johnsons name on it chances are somebody owns it. What better way to celebrate our fans by getting them to celebrate their favorite driver using the classic roadtrip game of iSpy? The response was overwhelming and people were so excited to post their pictures for us.
Agency: Carvana (in-house creative group)
Teammate: Sam Lowy, CW