THE CHALLENGE

Although engaged in a long-term relationship with Richard Petty Motorsports, Super 8, part of the Wyndham Hotel Group, believed that the sponsorship needed to be reinvigorated to reap the full benefits of connecting with loyal NASCAR fans. The brand’s racing website had become anemic as traffic dwindled to fewer than 100 weekly visits.

THE SOLUTION

Berlin revamped Super 8’s racing site, transforming it into a destination where NASCAR fans could get a unique look at the Richard Petty team, have some fun, and perhaps win some prizes. The “new” Super 8 Motorsports microsite engaged consumers with an animated instant-win game, encouraged visitors to join the Wyndham Rewards loyalty program, and made it easy to book a room (with a special fan discount) directly from the promotion site.

THE RESULTS

With engaging content and chances to win prizes each week, the site enjoyed over 2,000 visits per day for the entire nine-month NASCAR season. New Wyndham Rewards memberships far exceeded expectations, as did hotel room bookings on the site, while reinforcing Super 8 brand attributes and a new ad campaign.