Snake and Mongoose was the greatest rivalry in drag racing history.  So when the producers for the movie, “Snake and Mongoose,” approached us to create a marketing platform to promote their movie, we knew it had to scream authenticity.  We started with a grass roots effort that drew from both the online and real-world communities of rabid racing fans.  We worked with the NHRA to target fans both online and at live events, driving people to declare their loyalty to either “The Snake,” or “The Mongoose” on Facebook and Twitter. Once a fan chose sides and declared their fidelity digitally we offered them access to "team Snake/Mongoose" merch, so they could continue to convey their support "offline".  

 

We worked with a licensing company and a top t-shirt designer (whose claim to fame is having the biggest selling t-shirt of all time at Target) and created a complete line of limited edition merchandise. We also partnered with EMI, and a music Producer/DJ, to develop an official music library for the movie.  We also cut an early trailer for the movie to get investors and sponsors excited about the project.

 

Of course the movie premiered at the most prestigious drag race there is, the U.S. Nationals at Lucas Oil Raceway in Indianapolis. The event was embraced by the entire drag racing community, and even Billy Gibbons from ZZ top showed up with his wife, to show his support for Snake and Mongoose. According to Billy, the movie got him, “Accelerated.”