Ally Racing's Koker's Garage
The 6th Annual Awards
- Best Website
ABOUT THIS ENTRY
Koker’s Garage 2.0 was an interactive digital experience that gave fans an opportunity to design their own Ally 48 car for a chance for it to be featured in the NASCAR Homestead-Miami race. The winner was also invited to attend the race to see their work of art at track, in person.
How does this represent “Excellence in Engagement”?
This sets a new standard to micro-sites in the NASCAR paint scheme contest landscape. We were among the first race teams to utilize 3D mobile car technology within a sweepstakes.
Objective
As a part of Ally’s commitment to engage with existing and new NASCAR fans and promote diversity within Motorsports, Koker’s Garage was created as a digital activation to increase fandom and brand awareness in racing as a true “ally to the fans.” This program was created to present NASCAR fans with an opportunity to express themselves through a custom paint scheme design with a chance to be flown out to Homestead-Miami to see the car come to life on the racetrack. We partnered with local Miami artist, Alex Yanes, and TV show personality, Danny Koker, to create unique artwork that fans could apply to the race car. This program ensured the ability to better engage with fans regardless of on-track performance. Talent integration not only brought creative credibility to the campaign, but also allowed us to tap into new audiences outside of our typical racing fans.
Strategy & Execution
Ally brought this idea to life through a few different elements: A 3D digital experience through a web and mobile microsite, talent amplification with Danny Koker and Alex Bowman, local artist integration with Alex Yanes, influencer amplification to get in front of new and existing fans, content creation across Ally Racing and NASCAR social handles, and hospitality including hosting the sweepstakes winner at Homestead-Miami. While we faced a few challenges with specific mobile devices, we were able to help fans successfully navigate the site and create an experience (3D mobile car technology) that only a few brands have been able to implement.
Organizations
- Ally Financial
Links
Credits
Lauren Campbell
Director, Sports & Entertainment Marketing
Ally Financial
Jessica Stroupe
Manager, Brand & Partnerships
Ally Financial
Kayla Whapham
Manager, Sponsorship Social Media
Ally Financial
Jordan Rue
Director, Social & Influencer Marketing
MKTG
Lauren Morris
Senior Manager, Social & Influencer Marketing
MKTG
TJ Balkun
Manager, Digital & Social
MKTG
Cassandra Steele
Senior Manager, Video Content
MKTG
Alex Kreuter
VP, Video Production
MKTG
Celebrate in NYC
Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.
