In 2008, NASCAR star Dale Earnhardt Jr switched teams to Hendrick Motorsports, and sponsors to National Guard & Mountain Dew/AMP. Meeting with his team in late 2007, we mapped out a strategy to deliver Junior a new lifestyle-based concept.
Features of the version two site included:
- Lifestyle-based design integrating more personal and location shots insteado of strictly racing-based previous design
- HTML-Flash Hybrid development to provide interactivity in the right places.
- Increased lifestyle-based content strategy including features on his dad, sister, and even his pets.
- The project also inculded the debut of an official site for The Dale Jr Foundation.