DraftKings’ NASCAR Chicago Streetrace Activation

Chicago, IL x July 2024

In collaboration with NASCAR’s Chicago Streetrace, DraftKings set out to drive fans to their Wrigley Field Sportsbook. My team was tasked with designing a highly-visible 20x10 activation space that welcomed Chicago White Sox and NASCAR fans to play an interactive game, earn bonus bets and ultimately visit the Sportsbook to redeem their winnings. The build featured two dynamic sides:

1. A branded play area where attendees could toss baseballs into various target areas to win bonus bets

2. A photo opp encouraging social shares using a photo booth 

As the lead producer, it was my role to:

• Shape the attendee journey during ideation to maximize engagement within the contracted space

• Partner with NASCAR for sign-off on branding elements

• Manage & plan all on-site logistics with Wrigley Field

• Oversee vendors & the custom fabrication buildout

• Organize transportation and long-term storage for future use of fabricated assets