The Richard Petty Driving Experience has provided NASCAR fans a once-in-a-lifetime opportunity to drive a stock car at top speed on an open track. Wanting to push the experience further, the brand created the American Muscle Car Challenge (AMCC) to allow car enthusiasts the chance to drive iconic muscle cars side-by-side in a test-track environment. With little more than a concept, the brand needed a digital presence and targeted campaigns to boost awareness and drive sales.

Working with a new brand that had zero recognition and its own niche audience, Union took the lead in crafting a digital experience with ecommerce functionality and thoughtful design to differentiate this unique attraction. Once launched, we supported the brand’s business goals through a diverse campaign strategy that drove relevant traffic and brought immediate results.