NOW INTRODUCING ROOKIE SENSATION RICKY BOBBY To achieve blockbuster status, the priorities of the campaign were two-fold:•Expand appeal beyond just NASCAR and actor Will Ferrell fans.•Market Ricky Bobby as a “real” person to multiple targets.Both priorities were focused around in-your-face exposure and ultimately driving consumer involvement through various avenues of the campaign. Television stunts, including integrated promotions, were woven throughout the campaign, alongside high-profile out-of-home placement and multi-layered online penetration.

A RACE TO THE FINISH Talladega Nights raced to #1 at the box office, taking in over $47MM its opening weekend. The film spent two weeks on the podium with over $150MM, significantly surpassing the original box office goals. The opening became a personal best for actor Will Ferrell.