Life's a Race, Fuel Up

In the US, NOS Energy Drink is heavily associated with NASCAR and Drifting but neither racing series resonates with Canadian consumers. So when NOS asked the Hive to get their high-octane message of human performance enhancement to Canadian gear-heads, it was important for The Hive to create an event that not only embodied the spirit of “Life’s a race, fuel up” but that was exciting to Canadians specifically.

And so The Hive created a one-of-a-kind online experience involving one abandoned warehouse, three mechanics, three NOS girls, three golf carts, three 600cc motorcycle engines, 24 hours and one incredible race. We got professional NASCAR and Indy Car racer Patrick Carpentier to host the unscripted webisodes and we featured them on NOS’s Facebook page.

By using social instead of traditional media, we made the series into a highly targeted online social experience and by featuring the webisodes on NOS’s Facebook page, The Hive leveraged NOS’s existing fan base, while keeping the media costs low and the series’ production value high.