In April 2017, after 18 seasons and over 600 races, Dale Earnhardt Jr. announced he would be bringing his NASCAR Cup Series driving career to a close at the end of the year. Soon after in May, the NASCAR star announced the JR Nation Appreci88ion campaign on his podcast. What followed was a 5-month celebration of Dale Jr.’s career and the JR Nation fan base itself – a way for Earnhardt to show his gratitude for their support over the years. The farewell tour started at the Daytona International Speedway in June and continued for the remainder of the 2017 season.
We partnered with the JR Nation team to develop a comprehensive commemorative product offering to celebrate Dale Jr.’s storied career and a supporting digital marketing campaign for Dale Jr.’s official store, shopjrnation.com. Merchandise was designed around the Appreci88ion campaign itself and its various stops, and other key events in Dale Jr.’s career.
The multichannel digital campaign leveraged social media, email, display, text, and shopping ads. The online advertising efforts supported the Appreci88ion tour from its beginning, until his final career race at the Homestead-Miami Speedway in November 2017.