How Arby’s turned a NASCAR race into a 2 hour ad for it’s cheesesteak

Arby’s was the official sponsor of the Nascar Chicago Street Race. But the average Nascar race has 150 different sponsors between team sponsors, race sponsors and individual driver sponsors. So how could the Arby’s logo stand out from the hundreds of other logos on display? By turning the entire race into one giant race for Arby’s new cheesesteak. We used our sponsor billboards and turned them into “direction signs” for the cheesesteak, turning the entire race into a 2 hour ad for Arby’s. The specially designed signs hacked both the in-person and broadcast experience.