Several years ago, Diageo held a contest at the Brickyard 400 that encouraged fans to show their Crown spirit by decorating their campsite in Crown Royal colors and insignia. This year Diageo approached our agency to activate this idea in a more digital way for this year’s race weekend.

We created “Crown Your Ground.” A contest that encourages fans to put their love of Crown on display, using mobile and social platforms to share pictures of their Crown campsite, their family and their friends all decked out in Crown purple. After a weekend of fun, the person with the most creative campsite is crowned with four suite tickets at the Cup Race, and an awesome trophy.