Bringing fans closer to the track
For years, Chevrolet has established itself as one of the most successful sponsors on the NASCAR circuit. Part of their success has included an immersive traveling activation that brings fans and products together in a casual setting, celebrating racing. Recently, Chevrolet sought to tell an even better story, allowing fans to get even more out of their visit to Chevy’s brand experience. As a result, Jack took a comprehensive approach and redesigned the entire NASCAR tour, from creating a more compelling accessories story to bringing passionate fans even closer to their favorite Team Chevy drivers.
Double-digit lifts in Opinion and Consideration
Racing fans are treated to a more authentic NASCAR experience through the use of a realistic pit box stage, which makes the exclusive autograph sessions and interactive Q&As more intimate. As for accessories, an important business unit for GM, Jack created “the Chevy Garage,” an informative story told with aftermarket parts, including ideas on how to customize your GM vehicle. Taking it one step further, Chevrolet has been working with Team Chevy drivers to use factory accessories to customize their NASCAR performance vehicles. This added element helps Chevrolet talk to consumers about its full line of accessories and performance parts in a more contextual setting, adding another element to the pit box Q&As.
The redesigned Team Chevy experience compels fans to dwell longer within the space.
And to make information more accessible, integrated LED screens push social feeds, event schedules and informational content throughout the space. Every detail was strategically designed with the fan in mind, from the overall creative look and feel to the thoughtful flow of traffic from one space to the next.
Year-over-Year increases in Leads and Sales
Overall, we were able to re-imagine the tour for Chevrolet, successfully driving ROI and increasing foot traffic throughout the space. From driver appearances and vehicle displays to engaging content and passionate crowds, Team Chevy was able to provide a racing experience unlike any other for their fans.