Penske turns INDYCAR fan dreams into reality
With the Indianapolis 500 taking place this Sunday, May 24th, The Martin Agency have partnered with Penske on a campaign that captures the excitement around this iconic moment in motorsports.
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While known for its iconic yellow moving trucks, Penske is expanding how people interact with the brand by pairing high-performance moving with high-performance racing.
Timed ahead of the 110th Indianapolis 500, and part of Penske’s partnership with INDYCAR and FOX, Rev Up Your Rental was launched as a hidden Easter egg. On the Penske Truck Rental website, alongside the standard lineup of trucks and vans, an INDYCAR appeared as a rental option. When visitors clicked to “rent” it, they were taken to a contest entry page for a chance to win a VIP Indianapolis 500 experience. The prize will award two winners, and up to three guests roundtrip travel accommodations, a behind the scenes VIP tour at the Indianapolis Motor Speedway, an exclusive “living room-style” tailgate, and grandstand + Chalet access for the Indianapolis 500 race.
The contest gave fans a chance to turn what they expected to be a simple rental transaction into an experience most people only see on TV. But this time, they got to be part of it. Because with Penske, the road doesn't just take you somewhere. It can make your dreams possible.
Paid social and digital support have driven traffic to the entry page ahead of the race, with Penske covering race weekend across its owned social channels.
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