Leverage professional racer Tony Stewart to drive contest participation via social media and generate awareness of the Mobil1 NASCAR sponsorship.
The “Race To The Helmet” social media promotion invites fans to cast their vote on the helmet they want to see Tony Stewart wear at the Pure Michigan 400 NASCAR Race. Fans choose from 5 custom designs such as The Gear Head, 40 Years Young, The Classic, Smoke and The Knight. They then share it with their friends on Facebook and Twitter. The promotion was amplified with paid social media and content marketing across all social channels. Each week one helmet was eliminated based on the results of user votes, until the last week of the promotion when the winning helmet was announced. From the pool of voters, one lucky winner was chosen to receive an all expenses paid trip to see Tony Stewart live at the Pure Michigan 400. The digital experience lived on Facebook, and was compatible on all devices including desktop, mobile and tablet.