Crown Royal
Date
2012
Services
Strategy
You NASCAR, Crown Royal and a bunch of influencers. What do they do on race day?
The problem: Entertaining influencers at a NASCAR race. Making sure everyone has a good time - and at the same time the client, Crown Royal, gets some great photos and videos to share.
We came up with the concept of a digital scavenger hunt. Influencers were given prompts and places to visit before and after the race, and could earn points by shooting photos. The more points you earned, the more prizes you got.
We used the (relatively) primitive location based tracking available at the time to guide people along. And we made sure that at each place influencers could visit, members of our team were there to make sure they got the access they needed and enjoyed themselves.
