Creative Studios was challenged to create a campaign using the third-most popular sports figure in America, Dale Earnhardt, Jr. as Kelley Blue Book's spokesman. We used our partnership with Earnhardt to introduce the KBB Price Advisor to the country. “The KBB Effect” consisted of videos for social media, a sweepstakes hosted on Twitter, and a TV spot that debuted nationally during the Daytona 500. Although filmed on an extremely tight budget, in less than two hours, it quickly became a NASCAR fan favorite and the most successful social media campaign in Kelley Blue Book's history.