We developed an interim microsite to showcase Nicorette's sponsorship of the Nextel Cup race teams and to connect to NASCAR fans interested in quitting smoking.

We engaged qualified consumers in GSK's sponsorship and predisposed them to quitting with a GSK brand. The site accomplished brand loyalty and credibility through interactive, authentic, and exclusive content/video of popular drivers.

Specifically, the site offered motivation and encouragement from celebrated NASCAR drivers including Jeff Gordon, Reed Sorenson, and Richard Petty with positive messaging that mirrored what it takes to be a successful racecar driver with what it takes to quit smoking.