Jimmie Johnson

Jimmie Johnson Digital Experience

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.

Continue toThe Things We MakeProject

A Bold Vision for Healthcare

From patient-centric products to back-end systems for providers, we’re reimagining how healthcare is experienced.

Cultivating Community in Government & Education

We’re strengthening some of the most influential institutions through digital-first platforms and communications tools.

Pool
CNN

Reimagining the CNN Magic Wall

Midterm elections 2018

Read More
  • One of the most critical, hotly contested, and highly watched midterm elections ever
  • Modernized a 10-year-old product with a new look & feel and enhanced core feature set
  • Rebuilt the technology from the ground up, focusing on data security and performance

Hours of on-air use for 2018 Midterms

13

Evolving the Financial Services Model

We're transforming an antiquated industry through cutting-edge design—and driving the future of finance forward.

Disrupting the Digital Sports Landscape

We do it for the love of the game—pioneering forward-thinking experiences for sports fans of every stripe.

Promoting Travel & Hospitality

From staycation to spontaneous getaway, we help clients make the journey more exciting and efficient.

Recognition

Code and Theory

DIGIDAY

2019 Creative Agency of the Year
Award Digiday

Code and Theory

Ad Age

2020 Agency A-List
Award Adage

Code and Theory

Ad Age

2020 Best Places to Work
Award Adage

All Work

Get in Touch

Find Us

One World Trade Center,
62nd Floor

New York, NY 10007

More Offices

Work With Us

Press

Careers

See All Open Positions

Continue toSays a LotThe Things We Make

Says a Lot —

Get in Touch

Find Us

One World Trade Center,
62nd Floor

New York, NY 10007

More Offices

Work With Us

Press

Careers

See All Open Positions
,,