THE NEED / Develop a promotional platform that engages and attracts a broader audience and new sponsor interest.
THE IDEA / The SPEED DreamRide, an annual event hosted by "The Fairy Garage Mother."HOW IT WORKED / A fully-integrated consumer, affiliate and ad sales initiative anchored with a programming stunt – "Best of SPEED" marathon weekends.
Plus, we gave our adrenaline-hungry target the chance to win a prize only SPEED could deliver – 5 days at Laguna Seca Raceway driving and riding supercars, monster trucks, racing bikes, and more – with motorsport heroes like Mario Andretti, Tanner Foust and Kyle Petty.
Gentlemen, start your engines.