Jimmie Johnson’s name is synonymous with NASCAR dominance.
Once upon a time Johnson was only associated with car no. 48 for the Lowe's racing team. Today he is among the most trusted and admired sports celebrities in America. Johnson’s previous digital presence did not reflect this growing influence; his website was built off the Lowe's Racing platform to be a marketing and promotional tool, with no centralized focus or brand ownership.
In 2012, Code and Theory worked with Jimmie Johnson to create a unified digital program. With an authentic voice and visually compelling content, the new website directly engages with his fans and establishes the Jimmie Johnson brand beyond the racetrack.
Code and Theory put Jimmie Johnson at the center of the digital experience with a design organized around his social media following.
The homepage is a daily mosaic of content from Johnston's and his fans’ Twitter, Facebook, and Instagram accounts, which gives an exclusive look into his life, builds excitement for an event with real-time updates and demonstrates what it takes to be a NASCAR champion with behind-the-scenes photos and information.
Social users engage with public figures who speak genuinely in a way that creates conversation and reveals their true personality.
JimmieJohnson is a stock car superstar, but he is also a relatable, charming, and hardworking athlete. Code and Theory developed a content strategy to reinforce this reputation by making JimmieJohnson.com the go-to source for JimmieJohnson news, insider scoops on his NASCAR events, candid biography information, and glimpses into Johnson’s habits, routines, rituals, and obsessions.
Jimmiejohnson.com is not only for fans to engage with Johnson, but for them to connect with one another and share their mutual admiration for Jimmie Johnson.
The new website allows fans to submit photos, suggest fans to follow on Twitter, and share Jimmie Johnson content in order to further develop the fan community and foster a celebratory digital experience.
With JimmieJohnson.com as a central digital hub, the website provides future opportunities –sponsorships, product line launches, and integration with his charity foundation – by building fan awareness and driving engagement. Fans no longer have to navigate through a complex ecosystem of sponsored websites and social accounts to have a direct relationship with Jimmie Johnson and gain access to the man behind the racing helmet.