Armor all

Armor all

To get Armor All’s consumer engagement on track, MATTER tapped into the brand’s relationship with champion NASCAR driver Tony Stewart to create a three-part original digital content series called “Off Track with Tony Stewart.” The first part of the series offered a behind-the-scenes peek into Stewart’s life off the track while the second installment, “Off Track with Tony Stewart: The Rookie,” veered into high-octane scripted comedy.  To further amplify reach and engagement with Armor All’s target audience, MATTER led a targeted blogger engagement and video syndication/distribution program on behalf of the brand.  The series garnered 20 million views and over 27 million impressions, and contributed to the brand’s Facebook page growing from less than 1,000 to 100,000+ fans.  Additionally, “Off Track with Tony Stewart: The Rookie,” won a bronze Los Angeles Addy Award.