As the official cookies and crackers of NASCAR, Nabisco has had a long standing partnership with the sport. We were tasked with creating and developing an engaging promotional site that would live for the brunt of the NASCAR racing season. The goal was to drive consumers to enter the promotion on a daily basis from February through September. In addition, to provide a deeper engagement during site visits and give people other reasons to return. We created a robust site that released a variety of new content over the course of the promotion. At the heart of this content, and strategy, was an interactive racing game experience. Nabisco Racing bring you into the branded world of NASCAR in a fun and engaging way. The more you play the more achievements you can rack up and the more bragging rights. To create spikes in engagement new, brand-centric tracks are release periodically, as well as two additional instant win games and a live chat with driver Tony and Ryan. The program is supported through national and regional retail as well as a robust social media campaign pushed through Nabisco and the individual brands.