---
title: Ally Racing's Koker's Garage | 6th Hashtag Sports Awards
description: Global awards recognizing excellence in fan engagement and celebrating creativity across sports marketing, media & entertainment
image: https://www.hashtagsports.com/hubfs/awards/shortlist-2024/allly-koker-garage-1.webp
---

Ally Racing's Koker's Garage | 6th Hashtag Sports Awards

# Ally Racing's Koker's Garage

[Ally Financial](https://www.ally.com/)

The 6th Annual Awards

 Nominee ✨

- Best Website

![Image](https://www.hashtagsports.com/hs-fs/hubfs/awards/shortlist-2024/allly-koker-garage-1.webp?width=1920&height=1080&name=allly-koker-garage-1.webp)

Share [** ](https://www.hashtagsports.com/awards/shortlist-2024/ally-racings-kokers-garage#) [** ](https://www.hashtagsports.com/awards/shortlist-2024/ally-racings-kokers-garage#) [** ](https://www.hashtagsports.com/awards/shortlist-2024/ally-racings-kokers-garage#)

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.

![Image](https://www.hashtagsports.com/hs-fs/hubfs/awards/shortlist-2024/allly-koker-garage-1.webp?width=1920&height=1080&name=allly-koker-garage-1.webp)

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**

- [  Website](https://kokersgarage.com)

**Credits**

**[Lauren Campbell](https://www.linkedin.com/in/campbelllauren/)**  
Director, Sports & Entertainment Marketing  
Ally Financial

**[Jessica Stroupe](https://www.linkedin.com/in/jessica-stroupe-12796b9/)**  
Manager, Brand & Partnerships  
Ally Financial

**[Kayla Whapham](https://www.linkedin.com/in/kaylawhapham/)**  
Manager, Sponsorship Social Media  
Ally Financial

**[Jordan Rue](https://www.linkedin.com/in/jordanrue/)**  
Director, Social & Influencer Marketing  
MKTG

**[Lauren Morris](https://www.linkedin.com/in/lauren-morris-2393aba2/)**  
Senior Manager, Social & Influencer Marketing  
MKTG

**[TJ Balkun](https://www.linkedin.com/in/thomas-balkun-3469736b/)**  
Manager, Digital & Social  
MKTG

**[Cassandra Steele](https://www.linkedin.com/in/cassandra-steele-47b139106/)**  
Senior Manager, Video Content  
MKTG

**[Alex Kreuter](https://www.linkedin.com/in/alexkreuter/)**  
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.

 

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