R2i Builds OneMain NASCAR Digital Experience | Athletic Business

R2i Builds OneMain NASCAR Digital Experience

Source: SSPR

R2i is a full-service digital agency that has been working with OneMain Financial since 2014, primarily on creative, awareness, and demand generation campaigns but has recently moved into a more holistic partner agency role to support wide-ranging initiatives.

OneMain is a personal lending firm, headquartered in Baltimore, that sponsors NASCAR driver Elliott Sadler as one of its core tenets of extending its brand presence through experiential channels.

To support OneMain's sponsorship, R2i was tasked with the strategy and design of a new microsite as well as support for its #WhiskyRiverSweepstakes. The microsite is intended to up level the digital experience and provide a content hub for OneMain Racing fans and the sweepstakes provides a channel for OneMain to connect their audience with an extended brand experience.

The new digital experience launched Feb. 20 in coordination with the start of the NASCAR season. The site features:

  • Dynamic content with real-time social feed integration and race season stats
  • Mobile responsive experience
  • Collaboration with the Elliott Sadler racing team

NASCAR fans can easily navigate to content about Elliott Sadler as well as the most current racing stats. The consolidation of the site onto OneMain's domain will also give users the option to access financial support if interested. Throughout the NASCAR season, the site will be refreshed with content from NASCAR, OneMain, and user-generated channels. It will also directly support OneMain Racing's social channels for a contiguous digital experience. 

The sweepstakes will be open through July 31 and one Grand Prize Winner will have a chance to join Dale Earnhardt Jr. on three laps around Charlotte Motor Speedway, plus enjoy a three-day trip to visit Whisky River and the JR Motorsports HQ in Charlotte, NC. 

Kim Wijkstrom, OneMain's SVP/Chief Marketing Officer, shared, "We see OneMain Racing as a way to connect with our customers through their own passions. With today's focus on using digital to provide meaningful and relevant experiences, it was important we better connect our brand to this audience with navigation, content, and design that will keep them coming back all season. The sweepstakes is an ideal way to use our digital channels to further connect with our OneMain Racing community through social media, images, and a friendly competition with awesome prizes."

To view the new website, visit https://www.onemainfinancial.com/racing/. For more on R2i, visit http://www.r2integrated.com/.


About R2integrated 
R2i is a national full-service agency with offices in Silicon Valley, Seattle, New York, and Baltimore. With diverse expertise and a hands-on approach, R2i guides companies through a complex marketing landscape and builds integrated solutions that accelerate success.

R2i's unique alignment between marketing technology, brand expression, and demand generation results in compelling creative campaigns, better user experiences, and deeper customer connections.

Through focused areas of purpose such as web development and technology, multi-channel campaigns, media, loyalty and retention, brand strategy, and content marketing, R2i has consistently delivered on the new promise of marketing integration today for its clients.

R2i clients include Boston College, Microsoft, Hershey, University of Michigan, American Cancer Society, Atlantic Health, OneMain Financial, and MasterCard. 

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