Our client wanted to generate buzz around M&M’S Racing top driver Kyle Busch during NASCAR’s Chase for the Cup series. Working on a miniscule budget, we leveraged Facebook, MySpace and Twitter to create fun viral content with a heavy focus on Kyle’s notoriously cocky personality. All of these drove to the site, ultimately creating merchandising opportunities. Unfortunately, Kyle tanked in the Chase – but in terms of likes and shares, our content won the race!
Mars Snackfoods/M&M’S Racing