Assignment
Concept and develop a 360° campaign to raise ticket sales amongst young Millennials and Gen Z for the Bass Pro Shops Night Race at Bristol Motor Speedway.
We were encouraged to embrace the "Red Neck" aspect of NASCAR to position Bristol as the ultimate racing destination. (Without directly saying "Red Neck," of course).
Concept and develop a 360° campaign to raise ticket sales amongst young Millennials and Gen Z for the Bass Pro Shops Night Race at Bristol Motor Speedway.
We were encouraged to embrace the "Red Neck" aspect of NASCAR to position Bristol as the ultimate racing destination. (Without directly saying "Red Neck," of course).
Main Thought to Communicate
This isn’t just any night race, this is the Bristol Night Race, baby.
This isn’t just any night race, this is the Bristol Night Race, baby.
Graphic Designers: Nima Ayagh, Seth McCachern
Copywriter: John Stone
Associate Creative Director: Kenny Duncan
Creative Director: Chad Brophy
Project Managers: Becky Radford, Kelsey Lynch
Account Executives: EmmaLee Eiseman, Heather Opie
Agency: Tattoo Projects
Copywriter: John Stone
Associate Creative Director: Kenny Duncan
Creative Director: Chad Brophy
Project Managers: Becky Radford, Kelsey Lynch
Account Executives: EmmaLee Eiseman, Heather Opie
Agency: Tattoo Projects
This concept embraces the full-send spirit of Bristol with texture heavy graphics and vintage NASCAR typography treatments. All screaming the messaging that celebrates the rowdy side of race weekend.
For social, I rotoscoped racing and fan footage to intersperse custom typography and animation.
Our email campaign targeted multiple audiences and touch points, all of which drove conversion for ticket sales.
To amplify reach and engagement, we created a custom GIF sticker pack that fans can use to create their own "Tread Neck" content.
Next, we designed custom merch inclusive of a beer helmet, wearable mullets, and our coveted "Thrillbilly" cut-off.
Before you go, let's send you off with the rest of the social that was built out for this campaign.
