A Creative Digital Experience That Attracted 36% New Fans
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NASCAR needed a fresh way to engage a younger, digitally native audience and expand its fan base beyond traditional marketing tactics.
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Digital Silk developed an interactive, motion-driven quiz that helped fans discover which Cup Series driver they’re most like, collecting over 80,000 emails and identifying thousands of new NASCAR fans.
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With 36% of quiz participants self-identifying as new fans, the experience became a blueprint for future campaigns across NASCAR’s racing series.
The Challenge
spotlight Cup Series drivers with content that felt personal, shareable and aligned with today’s media habits.
Poor Quality Leads
NASCAR sought to connect with new audiences in a way that felt authentic and fun, especially for casual or potential fans unfamiliar with the sport.
Spotlight Cup Series Drivers
A secondary goal was to raise visibility for current drivers, deepen emotional connections with fans and create lasting brand affinity.
THE SOLUTION
combined fan personalization, data collection and cross-channel promotion.
Some of our deliverables included:
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Smart Quiz Architecture
• Created a lifestyle-focused “master sheet” of driver responses for quiz logic
• Collected user data upfront and categorized fans by type: new, casual or avid
• Served tailored questions based on fan type to personalize the experience
• Promoted NASCAR merchandise and social media handles on the results page for cross-business impact -
Interactive, Motion-Led Design
• Designed an engaging motion-heavy experience with strong NASCAR branding
• Included scroll prompts, conversion-focused CTAs and mobile-first layout best practices
• Presented a results “garage” showcasing users’ top 4 compatible drivers, each with bios, cars, fun facts and links -
Flexible, Reusable Development
• Built a fully editable back-end: driver answers, images, car visuals and scoring logic can be updated without custom code
• Developed for reusability across race series and future driver campaigns
• Enabled A/B testing opportunities for ongoing optimization
The Results
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Emails collected80kA powerful boost to audience growth.
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New fans acquired through quiz36%Over a third of participants were first-time fans.
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