Burger King Corp. offered thousands of fans a rare chance to "hit the track" with Tony Stewart as he races toward Victory Lane at the Daytona International Speedway.
Fans who logged on to www.BKSignandRace.com submitted their personal signatures for exclusive placement on the Burger King logo that graced the hood of the No. 14 car during the NASCAR Sprint Cup Series Coke Zero 400 race on July 3. The site gathered about 50K (the maximum number of readable) signatures in a couple of weeks.
On the site, participants could zoom in on the Burger King logo to see how their signatures will be incorporated and shared their BK Sign & Race image with friends.
After the race in Daytona, fans will had the chance to take home a piece of history. From June 28 through July 7, an authentic No. 14 Burger King car hood, complete with the fan-endorsed Burger King logo, was available via an online auction through BKSignandRace.com. All proceeds of the auction supported BK's Have It Your Way Foundation, the charitable arm of the Burger King brand.
Throughout the campaign, the site had 11+ million impressions.
Agency: Crispin Porter & Bogusky
Role: Associate Director, Experience Design