Unpaving the Way

In case you can’t tell, KIOTI digs dirt. So when NASCAR announced Bristol would be its first dirt track race in 50 years, we wanted in on the action. 

But instead of telling the story of hotshot NASCAR drivers, we created a 360 cross-channel activation that celebrated the rural dirt tracks that pave — or unpave — the way to the big leagues.

TV (30s)

TV (15s)

Fun fact: I lead all of the interviews with the wonderful folk at Harris Speedway in Rutherfordton, NC (yes, that’s a real place). Don’t let anyone tell you that working at a student newspaper doesn’t come in handy!


︎ Highest KIOTI organic search volume of the year ︎
︎400% growth in social followers YOY ︎
︎57% engagement on paid social ︎

ECD: Mitch Bennett
CD: Emily Watson
AD: Taylor Moser
CW: Kateri David