Project Description

BRAND ACTIVATION

PEAK
STOCK CAR
DREAM CHALLENGE

For Old World Industries PEAK Antifreeze & Motor Oil brand, PROtential negotiated a new multi-year NASCAR sponsorship deal with Michael Waltrip Racing, and then collaboratively developed a concept for a dynamic sweepstakes, contest, in-store campaign, and custom national broadcast television show that put its new race team assets to work.  PROtential managed every aspect of the production of the PEAK Stock Dream Challenge, a 3-day TV shoot and competition at Charlotte Motor Speedway during its two year run.  The finished episodes, which aired on SPEED and Fox Sports 1, featured appearances by superstar drivers including Michael Waltrip, Clint Bowyer, Martin Truex Jr., Brian Vickers, Mark Martin, Danica Patrick, and John Force.

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