CHALLENGE

Jim Beam, a long-time sponsor of NASCAR and the Indy circuit, wanted to showcase their support of professional racing in more than just their standard print campaigns. Along with their agency Energy BBDO, they challenged Fuel Industries to create an interactive game that would promote the Jim Beam 1100 – a day in which a Jim Beam-sponsored driver completes both the Indy 500 and the Coca Cola 600 in Concord, NC.

STRATEGY

The actual trip is made by helicopter, but we developed an isometric driving game that lets users race across the countryside from one event to the other, with a pit stop on the way for a tour of the Jim Beam distillery. Players were entered into a draw to spend the best day in racing; by attending both Jim Beam sponsored events.

CREATIVE AND EXECUTION

To give the game a more inclusive feel, three characters were created for the race; Shawn the everyman; Brad the rich kid; and Cougar, a lady of experience - on and off the track. Since this virtual race is designed more around fun than realism, each vehicle is equipped with a unique weapon to throw off the other drivers. Character are also personalized by a variety of catchphrases heard throughout the game, recorded and directed by Fuel Sounds. Lending their voices to the game, professional drivers Michael Andretti and Robby Gordon offer users race tips along the way.

RESULTS

The game received close to half a million visits at over 5 minutes of average game play per user. A significant number of visitors clicked through to get more information on Jim Beam and its' sponsorships leading up to the day of the event.