Liquid Death Pro Driver Campaign – Win NASCAR Sponsorship | Clapboard Ad Archive

Become A Pro LD Driver

Description

In September 2024, Liquid Death, in partnership with the ad agency Death Machine, launched an experiential campaign in the United States aimed at engaging NASCAR fans through a unique and immersive opportunity. Titled "Become A Pro LD Driver," the campaign invites three passionate NASCAR enthusiasts to step into the spotlight and become official Pro Drivers for Liquid Death Iced Tea, now proudly the Official Iced Tea of NASCAR. This campaign blends authenticity with aspiration by offering winners the chance to receive a $30,000 paid sponsorship contract, drive their own cars fully wrapped in Liquid Death branding, and sport exclusive custom apparel featuring their own faces. Beyond the tangible rewards, winners will also enjoy a year’s supply of Liquid Death Iced Tea, reinforcing the brand’s commitment to its ambassadors. The activation encourages participants to showcase their charisma and speed by filming themselves chugging a can of Liquid Death Iced Tea in under 18 seconds, then sharing the video on Instagram or TikTok using the hashtag #LiquidDeathProDriver. This user-generated content strategy taps into the passionate, fast-paced culture of NASCAR fans, driving engagement and social media buzz, while reinforcing Liquid Death’s rebellious, edgy brand image. With a clear call to action rooted in the excitement of NASCAR and competitive spirit, the campaign leverages experiential marketing to deepen brand loyalty, create memorable endorsements, and amplify the message of Liquid Death Iced Tea’s new official status within the sport. It combines lifestyle influence, digital participation, and high visibility on both wheels and social feeds, making it a powerful marketing initiative in the non-alcoholic drinks sector. Learn more at liquiddeath.com/pages/nascar.

Credits

Client

Liquid Death

Agency

Death Machine

Campaign Proposition

Liquid Death’s “Become A Pro LD Driver” campaign positions the brand as an authentic, high-energy partner for NASCAR fans by tapping into the culture of competitive driving and fan engagement. The campaign leverages Liquid Death’s new role as the Official Iced Tea of NASCAR to create a unique experiential opportunity that blurs the line between fan and professional driver. By offering three fans the chance to become official Liquid Death Pro Drivers—including a $30,000 sponsorship, a branded car wrap, custom apparel, and a year’s supply of the product—the brand promises not only status and visibility but also a tangible, immersive connection to the NASCAR lifestyle. This positions Liquid Death as a brand that rewards passion, speed, and style with real-world recognition and material benefits. The market strategy centers on activating NASCAR’s highly engaged, performance-driven fanbase through participatory social media engagement. The creative angle asks fans to film themselves chugging Liquid Death Iced Tea in under 18 seconds, combining an element of challenge with personal expression, then share their entries on Instagram or TikTok using a branded hashtag. This approach uses user-generated content to amplify reach and create a viral momentum while aligning with the sporty, competitive nature of the target audience. The campaign taps into the fans’ aspirations to transcend spectator status and become part of the racing world, effectively transforming brand consumption into an aspirational identity. By linking its product to both physical immediacy (speed chugging) and the aspirational narrative of sponsorship, Liquid Death deepens its connection with a niche audience known for loyalty and enthusiasm, distinguishing itself in the crowded non-alcoholic beverage market.

Creative Device

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. This campaign most closely fits Associated User Imagery because it recruits ordinary NASCAR fans—those who identify with the brand and sport—and offers them the chance to become “pro drivers” just like the aspirational figures they admire. Rather than demonstrating the product, featuring celebrities, or resolving a narrative arc, it centers on inviting the target audience to step into the spotlight, making them the heroes who embody the product’s identity. This campaign leverages the aspirational lifestyle of NASCAR endorsement, wrapping user identity and brand together, and motivating participation by promising fans an authentic adoption of the pro athlete persona.