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Message in a milk bottle

Indy 500

NBC Sports

OBJECTIVE

Typically held in May, the Indy 500 was postponed to August this year and run without spectators. NBC needed a way to engage race fans across the country virtually while positioning the race as a historic moment in time.
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SOLUTIONS

Playing off the tradition of the winner drinking milk in victory lane, NBC created the Message in a Milk Bottle campaign where drivers and fans could share their thoughts on the most unique year of the Indy 500. A custom structure was built at the track where drivers wrote message reflecting on the race that were placed in milk bottles and locked way until next year’s race. Fans could also participate by submitting messages via twitter which were printed on-site and deposited into a giant bottle.

Results

All 33 drivers participated in event as well as thousands of fans from across the country. Messages will be revealed on-air at next year’s Indy 500.

OBJECTIVE

Typically held in May, the Indy 500 was postponed to August this year and run without spectators. NBC needed a way to engage race fans across the country virtually while positioning the race as a historic moment in time.

SOLUTIONS

Playing off the tradition of the winner drinking milk in victory lane, NBC created the Message in a Milk Bottle campaign where drivers and fans could share their thoughts on the most unique year of the Indy 500. A custom structure was built at the track where drivers wrote message reflecting on the race that were placed in milk bottles and locked way until next year’s race. Fans could also participate by submitting messages via twitter which were printed on-site and deposited into a giant bottle.

Results

All 33 drivers participated in event as well as thousands of fans from across the country. Messages will be revealed on-air at next year’s Indy 500.
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