As part of a fully integrated campaign for ESPN’s comprehensive coverage of The Chase (TV, Interactive, Print, Radio, Collateral), we created the NASCAR "Cup" which allows fans to keep their eyes on the track at all times.This fun, ergonomic cup was engineered for unobstructed viewing so that NASCAR fans never miss a moment.

Amongst avid NASCAR fans, the "Cup" was part of a broader campaign effort on the part of ESPN that saw double digit increases in brand affinity. But, maybe the truest measure of the success of this effort was that four months later we saw fans using the same cups at different races.