Pepsi is teaming up with social media platform Reality Digital to give NASCAR fans the opportunity to recount their favourite moments, memories and drivers from one of the sports premier racing teams, Hendricks Motorsports.
The user-generated content (UGC) video contest was designed by TBWAChiatDay through the Refresh Everything, Refresh Racing website in anticipation of the Pepsi 500 race that is set to take place on October 11. The contest also comes at the same time as the 25th anniversary of Hendricks Motorsports.
Participants are asked to join the celebration by contributing their own stories about why they love the organization and its contributions to NASCAR over the years. Fans can upload their 25-30 second videos until September 18 and share their entries with friends and family through various social networking sites such as Facebook. The grand prize winner will be chosen by three judges from the sponsor, Pepsi and will be judged based on creativity, relevance to the contest theme and presentation.
“We’re excited to work so closely with the Pepsi brand and provide the stable and scalable platform it needs to handle the massive traffic that can be generated by a brand like Pepsi and NASCAR’s loyal fan base,” said Lawrence Mak on Reality Digital’s blog.
The winning entry will see their video broadcast on television as a part of the upcoming documentary, TOGETHER: The Hendrick Motorsports Story, which chronicles the 25 years of racing, including eight Cup Series championships. The broadcast is set to air on the ABC network right before the Pepsi 500 race.