Momentum Worldwide New York, United States Full Service

Momentum Worldwide Case Studies

Title "U.S. Army NHRA and the Dub Magazine Project"
Agency Momentum Worldwide
Campaign The Dub Magazine Project
Advertiser United States Army
Brand US Army NHRA
Business Sector State Employment, Forces & Police Recruitment
LanguageEnglish
Story
To connect with avid racing fans hungry for the stories of the people behind the wheel, Momentum, Army and MTV2 co-created a profile of NHRA Top Fuel Drag Racer Antron Brown on MTV2’s DUB Magazine Project – as testament to the speed, power, technology and teamwork of the U.S. Army’s NHRA motorsports program. The project had humble beginnings and became much more.

The original opportunity included the production and broadcast of a short 90-second profile of U.S. Army driver Antron Brown, but kicked into high gear as aa full five minutes of the episode was eventually dedicated to Antron and the U.S. Army. 

The final interview segment included action-packed footage of Antron giving viewers an up-close dose of nitro-powered excitement—from inside both his own 8000hp Top Fuel dragster and a combat-ready Apache helicopter at Fort Knox Kentucky.

A final unscripted bit of integration occurred as the episode aired Sunday, November 11: Antron Brown was making history as the first African American to win a NHRA top-fuel dragster World Championship!
Media Type Case Study
Length352 seconds

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