Joey VS. Kenny

Preseason studio day with Nascar driver, Joey Logano. 1 jam-pakced day. 4 agency partners. Each with an agenda different from the other. Between photography and video, JWT was tasked with filling up the social content bucket by covering off on every possible race-day scenario—win, lose, wreck, fight, etc. Time was limited. To be successful our ideas needed to be simple enough to execute inside of our 2 hour time-slot and interesting enough to garner the attention of an audience that was struggling to like him because he was winning too much.

Idea: Make Joey lose

Biggest challenge: To try to get Joey to fit on a big wheel

Biggest Opportunity: A 5 year-old-boy who can spell

Total Impressions: 1,442,838

Video Views: 1,145,179 Video

Completions: 800,265 Link Clicks: 29,108

Total Spend: $27,347.79