As a theme line we created “24Ever”. This became our theme line that allowed us to build a campaign around a very historic moment in NASCAR history. “24Ever” brought to life not only the driver’s car number, but also the idea that his legacy would last forever. We launched gordon24ever.com - A web site that allowed fans to relive Jeff’s career. The site takes viewers on a journey around the track, both literally and figuratively. Each lap highlights moments from Jeff Gordon’s career. Through social media, fans could engage on Facebook, Instagram, and Twitter by using the #24Ever hashtag. Their posts became part of the online tribute.

We wanted to provide an engaging digital experience that would resonate with both avid and casual NASCAR fans. We knew by launching a sharable digital/social campaign we would have greater reach and success.

The “24Ever” hashtag launched in the final months of Jeff’s career, towards the end of 2015. The commemorative site launched during NASCAR’s Championship week, just as the truth of Jeff’s retirement began to sink in and fans were seeking a way to further celebrate his legacy.

With our fans already active on social media, this gave them a way to get involved with the “24Ever” campaign and a way for us to gather social content that would become part of our online tribute.

The site was made to be authentic to Jeff Gordon’s legacy and to NASCAR. It was important that we stay true to the NASCAR brand.

The 24Ever campaign had a tremendous reception. Gordon’s retirement was a monumental event and our campaign adeptly fueled a cultural movement that was already taking place. With over 50,000 Twitter mentions of the hashtag #24Ever in the final months of his racing career, our campaign earned an estimated 174 million total impressions. We successfully reached NASCAR fans, Jeff Gordon fans, and engaged the younger millennial demographic which is only growing in its importance to NASCAR as a brand.