Most people visiting a Penske truck rental site are probably looking for a moving van. This week, they found an INDYCAR instead.
In a clever new campaign called “Rev Up Your Rental,” Penske transformed its own website into an Easter egg hunt, slipping a full-blown race car alongside its standard lineup of yellow moving trucks and cargo vans ahead of the 110th running of the Indianapolis 500.
Clicking the unexpected INDYCAR “rental” option didn’t actually reserve a race car for the weekend. Though honestly, America deserves that timeline. Instead, visitors were redirected to a contest page offering a chance to win a VIP Indianapolis 500 experience as part of Penske’s ongoing partnership with INDYCAR and FOX. Look below:
The grand prize packages will send two winners and up to three guests to Indianapolis with roundtrip travel accommodations, behind-the-scenes access at Indianapolis Motor Speedway, a living-room-style tailgate experience, and premium grandstand and Chalet access for race day.
The campaign cleverly reframes Penske’s identity beyond simply moving trucks, tying the brand’s transportation roots directly into Roger Penske’s legendary motorsports empire. It also taps into the kind of internet-native discovery marketing that brands increasingly chase: surprise, participation, and shareability, rather than traditional interruptive advertising.
Rather than shouting about sponsorships, Penske lets fans stumble into the experience on their own.
That’s part of what makes the idea work so well.
The execution turns a transactional website visit into something playful and aspirational, rewarding curiosity while reinforcing the idea that Penske isn’t just about getting from point A to point B. Sometimes the road leads straight to the Indianapolis 500.
The campaign was developed with creative agency MARTIN and launched in the lead-up to one of the biggest weekends in American motorsports.
Apparently, this summer, Penske rentals come with horsepower. Lots of horsepower.
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