Union crafted a new website and launched branded campaigns for American Muscle Car Challenge that drove audiences to book a ticket and take the ride.

American Muscle Car Challenge Marketing Case Study | Union

American Muscle Car Challenge Case Study

A legendary brand wanted to introduce a new driving entertainment concept into a crowded marketplace. Union crafted a new website and launched branded campaigns that drove audiences to book a ticket and take the ride.

How Fast Can You Go?

Richard Petty Driving Experience

Data & Brand Strategy

Performance Media

Services

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.

The Challenge

Background

To better differentiate this experience against its competitors, our strategists worked with the brand to define the unique personality and position of this new racing attraction, presenting AMCC as the “tough, new kid on the block,” offering the promise of a “bad-ass performance challenge.” This articulation extended into a comprehensive style-guide that grounded the brand’s entire visual approach.

Hands-On Experience

Brand Articulation

The look and feel of the new website needed to deliver the power and intensity of the cars themselves, evoking these symbols of American manufacturing and strength. Consequently, pairing a red, white and blue color palette with the fun, informative voice of the brand and the experience was a natural choice for our team. With call-to-actions placed throughout website, users had many opportunities to go deeper into the experience and book their visit on a single destination.

Showing Some Muscle

7 1 1 Takethechallenge Challengeregistration

Website Design

As AMCC’s only location would be in Las Vegas, Union decided on a conquest approach for the brand’s paid search campaign. By targeting audiences outside of the city, including car enthusiasts, those searching for other driving experiences and travelers looking for things to do in Vegas, we were able to present this new attraction to both a niche audience as well as incoming tourists planning their trip.

Only in Vegas

Paid Search

While other driving experiences limited customers to only a single car, AMCC brought three iconic cars–a Ford Mustang GT 500, Chevy Camaro ZL1 and Dodge Challenger SRT8 392–to the track for a race that tapped into a heated debate about which muscle car reigns supreme. We leveraged that debate to draw users in and to settle the dispute for themselves.

The Great Debate

DISPLAY CREATIVE

Before the website was launched, there was nothing like this type of driving experience in the marketplace. Within the first three months, Union’s paid campaigns drove significant awareness and business for the newly-launched brand, establishing the American Muscle Car Challenge as premier attraction in one of America’s most visited cities.

How Fast Can You Go?

The Great Debate

The Finish Line

515%

Increase In Transactions

535%

Increase in Revenue

130%

Ad Spend Return

The Matrix Experience

Charlotte’s Got A Lot