MoneyLion x 23XI
Source: 23XI Racing
Goal: After MoneyLion being in the motorsports (NASCAR) industry for (3) three years, it was time to shift to a motorsports team that could provide their consumer base with culturally relevant and industry-changing leaders, which is why MoneyLion sponsored 23XI for the next (3) three years (2022 - 2024 race seasons).
Outcome: I owned and managed the NASCAR program with Michael Jordan and Denny Hamlin’s team, 23XI, featuring No. 23 Bubba Wallace, No. 45 Kurt Busch (retired vet), and No. 45 Ty Gibbs. I created and executed 360 omnichannel marketing strategies to increase brand awareness and user acquisition.
This included, but not limited to:
Partnership management
Budget management
Influencer strategies
Press
Commercials (Ideation to production to delivery)
CTV & OTT
Out of Home (OOH)
At-track activations
Community Impact activation (Mind Right, Money Right Block Party)
Some key highlights include the following:
$12.2M+ earned media
8.1M+ engagements
509M+ impressions
Examples of Work
Commercial
Press
Out of Home (OOH)
Fan Engagement (Social Media)
Alright Lions, who’s ready to create the ultimate #Daytona500 playlist? Comment THE song that reminds you of the Big Race for the 1st out of 20 chances to win $100! 🤑
— MoneyLion Racing (@moneylionracing) February 20, 2022
Rules:
➡️ Use the hashtag #MoneyLionCashPlaylist
➡️ Must follow us & @MoneyLion
➡️1 winner every 10 laps pic.twitter.com/Tqs68qK0Mz
Get pumped for the rest of the 2022 #NASCAR Season with a playlist made by @MoneyLion, @BubbaWallace, @KurtBusch, and of course, our fans! Start your roaring here: https://t.co/6xEqYRHzr6 🦁#HereWeRoar pic.twitter.com/xVM1iK0gmL
— MoneyLion Racing (@moneylionracing) February 25, 2022
Guess what @KurtBusch’s MoneyLion car and a pair of Jordans have in common? Both are #ReadyToRoar this weekend at @PhoenixRaceway! 🦁👟 #NASCAR @23XIRacing pic.twitter.com/U9m1KQSrFt
— MoneyLion Racing (@moneylionracing) March 8, 2022
Who has their $RoarTag ready? 👋 We'll be dropping our giveaway post today at 3:30PM ET so get #ReadyToRear for a chance to win these custom Jordans inspired by @KurtBusch's No. 45 car. Still need a $RoarTag? Smash the link ▶️ https://t.co/7wKG6j8QmE pic.twitter.com/qELibqKsPv
— MoneyLion Racing (@moneylionracing) March 13, 2022
🦁🍔🍔🍔🍔🍔🍔🍔 For a chance to get a @McDonalds meal on us 🍟🍟🍟🍟🍟🍟🍟🍟🍟 Tune-in this Saturday 🍟🍟🍟🍟🍟🍟🍟🍔🍔 🍔🍔🍔🍔🍔🍔🍔 🍟🍟🍟🍟🍟 7:30 pm ET on FS1 during the race at #MartinsvilleSpeedway 🥤🥤🥤🍦
— MoneyLion Racing (@moneylionracing) April 8, 2022
#MoneyBites | #BlueEmu400 | #23XIRacing pic.twitter.com/DqXBU9fPb6
You're most certainly welcome, @reallycool31! Enjoy your #MoneyBites meal!
— MoneyLion Racing (@moneylionracing) April 10, 2022
P.S. It's not too late for you to share one of your #MoneyBites for a chance to win like Wendy! https://t.co/2rNID2YFjY
Gearing up for the #BlueEmu400! 😎 Tune-in here, @moneylionracing after the 40th lap to win a @McDonalds meal on us via @DoorDash. #MoneyBites | #23XIRacing | #MartinsvilleSpeedway pic.twitter.com/dbctWUuuGT
— MoneyLion Racing (@moneylionracing) April 9, 2022
Check out some of the top comments from our #MoneyBites giveaway during the #BlueEmu400 race. Which tip was your favorite? 🤓#HereWeRoar #FinancialLiteracyMonth #MartinsvilleSpeedway pic.twitter.com/vtjLzhXzVo
— MoneyLion Racing (@moneylionracing) April 20, 2022
We're going back to '08 with @BubbaWallace. Check out our new car for @TooToughToTame, where old school meets new school. 😎#Goodyear400 #23XIRacing #NASCARThrowback pic.twitter.com/vL5SOKz8nU
— MoneyLion Racing (@moneylionracing) May 3, 2022
Ain't nothing like a @MoneyLion experience. 🦁 https://t.co/xBXSush1Wd
— MoneyLion Racing (@moneylionracing) May 8, 2022
We’re ready to throw it back to ‘08 tomorrow! Be sure to catch the race on FS1 @ 3:30 PM EST. Who’s ready to see @BubbaWallace take on the #Goodyear400? 😎#NASCARThrowback #23XI #TooToughToTame pic.twitter.com/RsKexYpyl4
— MoneyLion Racing (@moneylionracing) May 7, 2022
Pays off to be part of the Pride! 😎 @dukelovestaxes @TooToughToTame #Goodyear400 @MoneyLion pic.twitter.com/3b0QzZOWRq
— MoneyLion Racing (@moneylionracing) May 8, 2022
#GetPumpedTuesday⛽2 fans are getting $500 for their gas + a chance to win $10K💸. To enter, follow us & drop your $RoarTag below.
— MoneyLion (@MoneyLion) June 21, 2022
Need a $RoarTag? https://t.co/ObB5FVTkj8
[One entry per person. NoPurNec.50U.S.+DC18+.Ends 6/21/22. Rules: https://t.co/y7GIq4YbCS pic.twitter.com/z3OEKAArP0
Early last week, @MoneyLion contacted me about coming to the race this past weekend. We were already going, so everything matched up perfectly. Around 4 pm, we met up with the Brand Manager, Anscia. They came with a few MoneyLion goodies and our credentials. pic.twitter.com/Q8TPbBNE6G
— Phil Spain (@philenespanol) September 19, 2022
Community Impact - Mind Right, Money Right Block Party at PQC
Partnerships Crossover
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