Since 2014, R2i has worked with OneMain Financial, a personal lending firm, to create digital campaigns designed to build brand awareness and demand generation. One of OneMain's core tenets of extending its brand presence is its sponsorship of NASCAR driver, Elliott Sadler, as a experiential channel.
To support OneMain's sponsorship, R2i was tasked with the strategy and design of a new microsite as well as support for its #WhiskyRiverSweepstakes. The microsite is intended to up level the digital experience and provide a content hub for OneMain Racing fans and the sweepstakes provides a channel for OneMain to connect their audience with an extended brand experience.
The new digital experience launched Feb. 20 in coordination with the start of the NASCAR season. The site features:
NASCAR fans can easily navigate to content about Elliott Sadler as well as the most current racing stats. The consolidation of the site onto OneMain's domain will also give users the option to access financial support if interested. Throughout the NASCAR season, the site will be refreshed with content from NASCAR, OneMain, and user-generated channels. It will also directly support OneMain Racing's social channels for a contiguous digital experience.
The sweepstakes will be open through July 31 and one Grand Prize Winner will have a chance to join Dale Earnhardt Jr. on three laps around Charlotte Motor Speedway, plus enjoy a three-day trip to visit Whisky River and the JR Motorsports HQ in Charlotte, NC.
Kim Wijkstrom, OneMain's SVP/Chief Marketing Officer, shared, "We see OneMain Racing as a way to connect with our customers through their own passions. With today's focus on using digital to provide meaningful and relevant experiences, it was important we better connect our brand to this audience with navigation, content, and design that will keep them coming back all season. The sweepstakes is an ideal way to use our digital channels to further connect with our OneMain Racing community through social media, images, and a friendly competition with awesome prizes."