NASCAR Heat is just one of many new racing games that hit the market in 2000. Almost every major gaming publisher put out a Racing game of some description this year. So the rich media format was a great way to cut through a seriously cluttered category. Aimed at NASCAR Fans, the idea was to re-create the NASCAR fantasy for the consumer. We wanted to actually give them the feeling that they were not only at the track, but they were racing against the toughest pros in the business - with five laps to go. With that in mind, we decided that the most memorable aspect of being a part of a NASCAR race, even if you were only participating, was the sound the cars made. Since we only had 100k the sound became the key element that we built the superstitial around. Using quick editing, clever pacing and driving copy we created an intense and exciting experience that compelled tens of thousands of users to click through and download a demonstration version of the game. Response was high across all sites, but peaked on NASCAR.com, where it earned an average click through rate of 21.59%.