Doing a NASCAR race in the streets of Chicago is no easy task — but NASCAR established an event that was not just a race in Chicago but an event about and for the Windy City. It was a unique opportunity for bands to integrate into one of the world’s most recognizable cities on a global scale.

Wendy’s enlisted No Hot Ashes to find a way to reach their customers in a one-of-a-kind way. We identified a unique brand integration, turn an iconic Chicago landmark — the iconic L-train and the Adams/Wabash Station into an OOH activation. Influencers and NASCAR drivers participated in the activation including NASCAR driver Noah Grayson who took a media filled branded-train ride. NASCAR took home honors for ‘Event of the Year’ for the first-ever Chicago Street Race during the 2024 Sports Business Awards, and the Wendy’s L-train activation drove millions of media impressions for the brand.

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