In response to the overwhelming success of the 2007 “Texas Racing: Full Throttle Fans” season ticket campaign, Beyondigital was selected by Texas Motor Speedway to develop a character named “Hot Rod” to embody the essence of the Full Throttle Fan. Appealing to casual fans, a new marketing concept for 2008 — “Throttle Up!” — was developed. Hot Rod’s primary goal was to capture the energy and excitement associated with NASCAR racing, and to transform casual fans into Full Throttle Fans.

This campaign began with a collectable season ticket poster, which was distributed via direct mail to more than 80,000 households. Multiple photo shoots including studio, location, and live events were also done and integrated into all marketing campaigns.