Go Under the Hood of the No.07 Car.
JACK DANIEL’S
Develop a site experience designed to give racing fans an inside look at the craftsmanship that goes into building a winning racing team. Stunning 3D animation and interviews with the driver and team make Jack's Track rich in behind-the-scenes content.
BRIEF
WORK
• Website
• 3D Animation
• Storyboards
• Video
• Paid Media
• Email
• Social
Jack’s Track Trailer
Jack’s Track Case Study
‘Jack’s Track’, as the experience is called, is composed of three primary scenes – the Garage, the Track, and the Pit. Within the Garage and Pit scenes, users are given the ability to fly around the car to various angles and learn about different components of the car or the racing process through interactive hotspots. The hotspot content featured videos of Jack Daniel’s Racing Crew Chief, Gil Martin; Driver, Clint Bowyer, or Richard Childress Racing Team Owner, Richard Childress.
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Brake System
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Driver's Seat
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Drafting
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Under the Hood
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In the Turn
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In the Garage
NASCAR.com Post Race Show
We developed an online campaign to drive NASCAR fans to the site. The campaign consisted of rich media ad units featuring video vignettes of the 3D experience that ran on NASCAR.com. As part of the media buy, Jack Daniel’s sponsored the Post Race Show – the only web-broadcast live post race show (created by Slingshot and NASCAR.com specifically for Jack Daniel’s). The hosts spent a segment taking viewers through a demo of the site, and ad units within the 30-minute show directed viewers to the site for the experience.
JACK DANIEL’S
Here’s the Victory Lap.
RESULTS
The experience has been extremely successful with over 30,000 visitors spending, on average, 5 minutes and 55 seconds with the brand (exceeding our goal of 2 minutes). The banner campaign on NASCAR.com generated an interaction rate with the rich media ad of 2.30% with an 82 second view time.
Winner - Gold Excellence in Interactive Marketing (EIMA) Award - Most Effective Brand Experience
Winner - W3 Gold - Best Visual Appeal.
Let’s talk creative.
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