Problem

Connecting with Nascar audience

MoneyLion needed to drive new user signups and deeper engagement among NASCAR fans — a passionate but hard-to-convert audience — without feeling like just another financial brand interrupting the culture.

Solution

Build their dream car

We launched the Here We Roar Sweepstakes, giving fans a chance to win one of three custom-built 700 hp Ford Mustang GTs designed and built with NASCAR drivers and world-class builders. To make it more than a contest, we anchored it with an original Build Off video series that documented each Mustang’s design and build from the garage to the reveal — creating a narrative fans could follow, share, and get excited about.