|
Ready, Set, Go! |
|
Volume 1, Edition 1 |
|
Last fall Craftsmen was contacted by Momentum in Atlanta and challenged to come up with a unique, interactive element for their client, PowerAde, the official sports drink of the NHRA.
What they wanted was something that would substantially increase their on-site presence at races and provide a fun, memorable experience for race fans. After pitching a couple of different ideas, construction began on the PowerAde Clutch Challenge.
Two consumers, seated side by side behind their own steering wheel and gas pedal, challenge one another to see who has the fastest reaction times.
The exterior was made from rolled aluminum tubing, that was tough coated to withstand the rigors of a complete NHRA season. It was covered by a digitally printed canopy with routed aluminum PowerAde logos displayed on each side.
The result? An overwhelmingly fun experience for race fans and a substantial increase to the on-site presence of the brand. |
