State Water Heaters

Kurt Busch is in hot water.

State Water Heaters wanted more eyeballs on their NASCAR sponsorship of Kurt Busch. Inspired by Kurt’s love/hate relationship with the media, we decided to create a "State Water Heater Dunk Tank" and place it outside of the media center at Charlotte Motor Speedway. With this, any journalist who has ever had a bad experience with Kurt would be able to dunk him in water.

The event was an hour long, and received write-ups, articles and mentions (including videos and pictures) from over a dozen journalists. The total impressions of the event surpassed the media value of the actual car on the track.


  • Design & Brand Identity
  • Social Integration
  • Public Relations
  • Video Production

Case Studies