Fintech startup MoneyLion partnered with Team Penske’s NASCAR efforts in 2019 to gain awareness in the key market of middle America. It knew that a logo on the side of a car, albeit a very successful one, was not enough to motivate fans and potential consumers to download its banking app. A more compelling reason was needed and to generate love among hardcore NASCAR fans, who are accustomed to sponsors coming and going on a yearly basis.
Leveraging Team Penske partner Ford Performance, MoneyLion acquired three stock Ford Mustang GTs then enlisted the help of three automotive personalities and partnered them with MoneyLion’s contracted drivers, Joey Logano, Ryan Blaney and Austin Cindric. Throughout the course of the season, each car build was documented and then unveiled at key NASCAR rounds as part of MoneyLion’s experiential footprint. Fans also had the chance to enter to win the vehicles, generating leads and MoneyLion app downloads in the process.
Role: Ideation / Writer / Producer / Co-director / Distribution Strategy / Influencer Contracting / Media Relations
Partner: Malka Media
Agency: Gunpowder Inc.
Website entry page.
Long-form episode featuring Joey Logano and Vaughn Gittin Jr.
Second car build by Tucci Hot Rods in Syracuse, NY.
NASCAR driver Ryan Blaney behind the wheel of Larry Chen’s Mustang during the SEMA Show.
Program coverage on NASCAR.com
Larry Chen and Ryan Blaney build coverage on Autoblog.
All three Mustang GTs were given away at the NASCAR season finale at Homestead, FL.