Leveraging our expertise with retargeting, our campaigns team was able to target and mobilize Nascar Heat customers within the buyer journey to convert.

NASCAR Heat 3 | Digital Campaign Case Study | Union

NASCAR Heat 3 Case Study

Preparing to launch their latest iteration of a popular racing game, a Charlotte-based video game developer was in need of targeted digital campaigns to promote the upcoming release. Union was brought on as a brand partner to execute a creative overhaul and an aggressive social campaign to boost brand awareness and drive sales.

Chasing Glory

704Games

The partnership between Hendrick Motor Sports and 704Games' is incredibly important to the brand and to the fans. Featuring real gameplay along with 3D models of Hendrick cars for users to customize and drive with, our campaign was fueled by relevancy and customer recognition, tapping into the fans' desire to drive alongside NASCAR's superstars.

The Authentic NASCAR Experience

OUR APPROACH

Performance Media

SERVICES

The NASCAR Heat franchise has found success over the years with its commitment to capturing the excitement and rush of racing by putting the gamer behind the wheel. To make this latest offering the most popular yet, 704Games knew it had to find creative ways to speak to existing fans and new ones alike, building anticipation, engagement and online sales. Union took the lead building a social strategy that differentiated buyer personas according to what features would most resonate with them and how to best reach them on each channel. Through dynamic display ads and immersive canvas ads, we would be able to bring the authentic gameplay straight to the user and invite them to unleash the driver within.

The Race is On

BACKGROUND

To translate the speed and adrenaline rush of NASCAR Heat 3, we knew that static ads alone wouldn't be enough. Working in Google Studio, our team of designers and writers built out gameplay-driven, dynamic ads to capture the audience's attention and direct them to the brand's ecommerce page.

No Speed Limits

Dynamic Display

Union laid out and executed multiple social campaigns that would focus on single features, the game's authentic experience and special offers to reach multiple audiences. Complimented by retargeting efforts, we could ensure our efforts found each customer where they were in their respective journey, then pushed them along to convert. With Facebook’s recent launch of Canvas ads, our creative team conceived and crafted a visually-striking, branded campaign that would stand out on a user's newsfeed.

Driving Deeper Engagement

SOCIAL

The creative refresh and strategic targeting from these social campaigns helped prevent ad fatigue, stimulate online sales and promote brand awareness. By the end of the year, the digital campaigns helped give 704Games their best-selling entry in the NASCAR Heat franchise, growing their audience and reach online.

Chasing Glory

Taking the Lead

91%

Higher click-through rate with dynamic display ads

52%

Decrease in cost per acquisition on social media

70%

Increase in click-through rate on social media