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.