LIQUID DEATH X NASCAR

the objective

To promote being the Official Iced Tea of NASCAR, Liquid Death enlisted G7 to design, build, and execute the Liquid Death Can Zone at the 2024 NASCAR Chicago Street Race.

Our Approach

To maximize awareness and connect with fans, we brought the Liquid Death brand to life through the lens of NASCAR culture with an activation centered around the debut of the customized Liquid Death Thirst Hearse. 

the outcome

The main attraction at the activation was the Liquid Death Can Zone, a larger than life footprint designed to look like an actual NASCAR team’s pit stop including a 44’ vehicle hauler.

Fans could sample iced tea, meet Murder Man, spin a custom prize wheel for swag, see the infamous Thirst Hearse wrapped as a race car, and sell their souls to sign up for the Liquid Death Country Club. The activation will continue to turn heads this Nascar season with future stops at Talladega in October and Phoenix in November.

  • Sampled 14,000 Liquid Death Iced Teas in 2 days
  • Distributed 9,400 Liquid Death premiums
  • Captured 1,400 souls into the Liquid Death data capture efforts

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