In the past, Coca-Cola has promoted their NASCAR partnership with one spot that aired all season long. But in a world driven by social media, even a great spot can go stale in a matter of weeks. How could Coke keep its NASCAR sponsorship fresh for the entire 10-month season?
Enter the Coca-Cola Racing Family Road Trip. A campaign designed to respond to anything that happens in the season, in real time. After every crash, every victory, every feud, we were ready to go with a fresh new spot. Fans couldn’t believe how Coke could respond so quickly, lighting up social media and as well as the NASCAR press. The ongoing campaign earned Coke the NASCAR Marketing Achievement Award.
By anticipating key moments in the NASCAR season, we had enough content to create instant response ads like these:
This work was created by Fitzco//McCann, our highly-energetic, stand-alone unit devoted to Coca-Cola North America, which combines Fitzgerald & Co's strategic smarts, creative fire-power and face-to-face brand management on the ground in Atlanta with the global reach and depth of experience of McCann Worldgroup. And is networked with hundreds of passionate people working on Coca-Cola across 56 countries.
Coca-Cola is one of McCann's largest global clients, and in just a few years, Fitzco//McCann has grown to be one of their key creative agency partners in the U.S.