Carvana is the leading online marketplace for buying and selling used cars. They had just wrapped their first season as the lead sponsor of former NASCAR legend Jimmie Johnson as he transitioned to INDYCAR.
Developing a content series for NASCAR legend Jimmie Johnson
As the In-House Director of Brand
As the Director of Brand Marketing, I was responsible for developing the integrated partnership around Jimmie Johnson as he set out to complete his childhood dream of competing in the INDY500 that season. The plan included:
- A long-form YouTube series in partnership with renowned Director Dan Bradley to tell the behind-the-scenes story. Content also aired on NBC during INDYCAR broadcasts.
- Commercial shoot with Johnson that aired on streaming platforms.
- Experiential activation at all INDYCAR races to generate new leads
- Social content for Johnson’s audience
Solution
Going into their second season sponsoring the team, there was an opportunity to tell more stories around the challenges of this transition for the sporting legend and create a deeper connection with motorsports fans.
